NEWS: LNR shrugs off Liberty threat to relaunch LBC

London News Radio is ploughing ahead with plans to bring back the famous LBC brand name, despite threats of legal action from Mohamed Al-Fayed’s Liberty Publishing, which claims sole rights to the name (Campaign, last week).

London News Radio is ploughing ahead with plans to bring back the famous

LBC brand name, despite threats of legal action from Mohamed Al-Fayed’s

Liberty Publishing, which claims sole rights to the name (Campaign,

last week).



LNR is set to relaunch its AM service next week as LBC 1152 with a

pounds 1 million ad campaign, which will be orchestrated by McBains

under its new creative director, Giles Keeble. Media buying is by Abbott

Mead Vickers BBDO.



However, Liberty looks certain to fight the move. It maintains that it

owns both the LBC trademarks and company name and plans to use them in

its future broadcasting activity.



Simon Ward, the sales and marketing director at the GWR Group, which

owns a third of LNR, brushed aside talk of an injunction from Liberty.

‘We believe we have an unassailable legal position,’ he said. ‘We bought

the rights to LBC. It’s a broadcasting marque that we have the right to

use.’



The LBC campaign breaks across a variety of different media, including

TV, radio and posters, and will run into the autumn. The TV work will

be shown for two weeks on Carlton and features two ads, a 20-second

execution and a ten-second spot.



The first ad, ‘speakers corner’, shows a variety of orators in Hyde Park

having their say. The camera then pans around and ‘muscles in’ on a

group of people who are huddled around something which turns out to be a

radio. The ad ends with the voiceover: ‘London gets its voice back.’