Bauer Media kicks off Magic creative review

Bauer Media is reviewing its creative business for Magic after the radio station lost 9% of its listeners in London in the first three months of the year.

Magic: suffered steep decline in listener figures in the first quarter
Magic: suffered steep decline in listener figures in the first quarter

The pitch marks an "across the board" review of Magic’s agency support in a process that will span above- and below-the-line activity, as well as brand identity. 

Magic head of marketing Sebastian Clark is leading the process, working with Bauer marketing director Anne-Marie Lavan and marketing director for national radio brands Clare Baker. 

A Bauer spokeswoman confirmed that the review was taking place but would not comment further.

Magic does not currently have a retained creative agency but has in recent years partnered Bray Leino, which created a TV ad for the station in November 2014. Red Bee Media previously created a spot for Magic in February 2013. The brand launched nationally on DAB in January 2015, when Bauer tripled its marketing budget.

Magic has suffered a significant drop in listeners in the key London market, according to Rajar figures for the first quarter of 2016. The weekly audience of 1.75 million was down 9.2% on the previous quarter and 8.7% year on year. The national audience was 3.43 million, down from 3.6 million in the first quarter of 2015 – the first period after the DAB roll-out.

Bauer last week launched DAB spin-off station Magic Soul Summer, which plays soul and Motown.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).