Choice FM hands £1.5 creative account to Mother

LONDON - The urban radio brand Choice FM has given its £1.5m creative ad account to Mother in a bid to increase its audience share.

The appointment was made without a pitch and follows Mother's win of Capital Radio's Xfm earlier this year.

Choice FM was purchased by Capital Radio Group in November 2003 in a deal worth £15m. The station  has a weekly audience of 475,000 15- to 34-year-old Londoners, and is also available on national digital radio.

"Mother has already impressed us with its work on Xfm and now I look forward to it helping to define Choice FM's positioning and growing the station into a major urban lifestyle brand," the Capital Radio Group marketing director, development brands, Richard Mintz, said.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £45 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).