Atlantic 252 chooses Spirit for new ad task

Atlantic 252 has appointed Spirit, the advertising agency launched in April by Michael Dobbs, Richard Hammond and Mitch Levy, as its agency of record.

Atlantic 252 has appointed Spirit, the advertising agency launched

in April by Michael Dobbs, Richard Hammond and Mitch Levy, as its agency

of record.



The agency’s main task next year will be to promote a series of new

programmes. It is already working on a campaign to launch next year with

an initial spend of around pounds 500,000. The ads will promote a new

show and are expected to run on radio, press and posters, with Carat

handling media planning and buying.



Alison Victory, marketing director of Atlantic 252, said: ’Over the

forthcoming months, the Atlantic 252 product will undergo some exciting

developments.



It is important that we effectively communicate these changes to our

core audience of young adults. Spirit’s appointment signals our

intention to market ourselves aggressively in a highly competitive

market.’



Richard Hammond, managing director of Spirit, added: ’Atlantic 252 faces

increasing competition from both mainstream and niche offerings.

Spirit’s job will be to confirm Atlantic’s core proposition and expand

its audience base.’



The move follows the appointment of David Dunne as Atlantic’s

programming director last month. Dunne, who was previously head of music

at MTV, plans significant changes to the Atlantic 252 programming

schedule. In particular, he has said he wants to introduce more dance

music to the on-air mix.



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