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,
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
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.’