NEWS: Abbott Mead lands London News Radio relaunch business

Abbott Mead Vickers BBDO has scooped the full-service account for the relaunch of London News Radio and is set to create a new brand identity for the struggling station.

Abbott Mead Vickers BBDO has scooped the full-service account for the

relaunch of London News Radio and is set to create a new brand identity

for the struggling station.



Senior executives at GWR, which owns a 31 per cent stake in LNR, saw

pitches last week from AMV and the Bristol-based agency, Bacon Caldow

Loney O’Connell, which pitched alongside the Media Centre.



The account was previously split between Leo Burnett and TMD Carat, who

have held the business since September 1994. Although both agencies were

initially invited to take part in the review, both declined to repitch

for the account.



After last week’s presentations, AMV is thought to be the preferred

partner on the business and was this week waiting for formal

confirmation that it had won the pitch.



The creative and media review was sparked by GWR’s decision to overhaul

the London-based station after taking it over earlier this year.



The radio service is split between two frequencies: London News

broadcasts a rolling news service on FM, while London News Talk is a

chat-based AM station.



However, research among listeners is understood to have favoured a full

rebranding of the stations under the banner of its predecessor, LBC,

which lost the licence to LNR at the end of 1993.



AMV will now be handed the task of creating a new identity to revitalise

the services and build upon the heritage of the LBC name.



As well as using AMV for media and creative work on LNR, GWR is also

understood to be tapping into the company’s other divisions such as the

PR operation, Freud Communications.



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