Capital Radio forms media strategy unit to raise radio profile

The Capital Radio Group is looking to raise awareness of the role of radio in marketing with the creation of an in-house media strategy team.

It will operate in London, Manchester, Birmingham and Fareham, and will act as a strategic media consultancy for the commercial team at Capital Radio and its clients.

It aims to help clients to gain better standout and impact among their target audiences by showing them how radio can work as part of a mixed-media schedule.

It will be headed by the ex-PHD strategic planner Barry Ferguson, who will report to Juliet Browse, the head of commercial marketing.

The team will commission research projects into the media consumption habits of various target audiences to gain a greater understanding of the role radio plays in people's lives. The move will also see the radio group forge closer links with the Radio Advertising Bureau. The RAB will help Capital identify opportunities for partnership with other media owners.

Linda Grant, Capital Radio Group's commercial marketing director, said: "The new team will enable us to communicate with clients on a deeper level about what our brand stands for and how people can work it to reach consumers."