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.

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