Emap On Air hands centralised task to Mother and Rocket

Mother and Rocket have been appointed by Emap On Air to work across its newly centralised account, which could be worth up to pounds 5 million as the company prepares for a major marketing and advertising campaign.

Mother and Rocket have been appointed by Emap On Air to work across

its newly centralised account, which could be worth up to pounds 5

million as the company prepares for a major marketing and advertising

campaign.



The centralised business includes all Emap’s Magic AM and Big City FM

stations, but excludes the creative work for Kiss FM, which stays with

Abbott Mead Vickers BBDO.



Emap is investing heavily in the Magic and Metro brands prior to the

launch of digital TV later this year. Both brands are likely to expand

into television and the Internet and must establish themselves before

moving into new territories.



Malcolm Cox, Emap Radio’s marketing director, said: ’The success of

Magic has underlined its potential to become established on a much

bigger stage.’ Mother launched Magic in Yorkshire last year.



Melody FM, which Emap recently bought for pounds 25 million from Hanson,

is expected to fall under Mother’s remit if, as expected, it rebrands as

Magic in the near future.



Stef Calcraft, a partner at Mother, said: ’Developing and launching

media brands is one of the most challenging and rewarding areas for any

business because media is where the creative juices can flow most

freely.’



Figures released by Emap this week show that Emap Radio increased its

operating profit by 9 per cent to pounds 22.7 million in the past year.



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