CLOSE-UP: CLIENT OF THE WEEK - Radio 1 takes a positive tack Eleanor Trickett hears how Gail Nuttney plans to make Radio 1 ’just cool enough’.

Not every marketer gets paid to hang out with Robbie Williams at Glastonbury, but Gail Nuttney, Radio 1’s marketing manager, does reckon she has ’the best job in the world’.

Not every marketer gets paid to hang out with Robbie Williams at

Glastonbury, but Gail Nuttney, Radio 1’s marketing manager, does reckon

she has ’the best job in the world’.



Being responsible for Radio 1’s advertising is a job many would find

daunting, given the pressure is on the station to boost its audiences

after losing millions of listeners since Matthew Bannister sacked

several old-guard DJs.



But Nuttney is undaunted. The recent review of Radio 1’s creative

account out of St Luke’s, which saw Fallon McElligot win its third piece

of business since launching in the UK, shows that the station has

recognised the need to make a loud statement about the positive changes

it has made.



A former agency account person, Nuttney has plenty of experience in the

youth field, having worked on Umbro at DMB&B and the Ministry of Sound

at BMP DDB - where she met the creative directors of Fallons, Richard

Flintham and Andy McLeod.



While working on the award-winning Ministry account at BMP, Nuttney

became involved in Labour’s election campaign. This changed the shape of

her career. As she says: ’When all the excitement of the election was

over, going back to advertising biscuits felt a bit flat.’ So she made

an opportunist call to Sue Farr, then controller of marketing and

communication for BBC Broadcasting, and landed her current job.



The rigorous repositioning of the station in 1993 drove listeners away,

and Nuttney admits: ’People went from thinking that we weren’t cool

enough for them to thinking that we were too cool for them.’



But recent Rajar figures showed Radio 1’s listenership rising again.



Nuttney says: ’We are scheduling for people’s lifestyles rather than

just throwing shows at them.’



So now seems as good a time as any for a new advertising campaign. ’Our

previous advertising was very understated - we just opened the door and

said ’we’re not saying anything, just look at us’. This time, we need to

shout ’hey - we’re good’.’



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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).