James Wood, the head of marketing for Radio 1, said the decision to appoint Agency Republic was based on a need to find new ways to talk to 15- to 24-year-olds. "We have done new-media campaigns before but this will be the biggest so far," he said.
The brief is to increase Radio 1's reach among 15- to 24-year-olds who do not currently listen to the station and to get them to engage through digital media.
Radio 1 has increased its use of marketing via mobile phones over the past 12 months and is understood to favour an approach with a strong mobile element for its digital marketing.
The BBC appointed Agency Republic to its digital marketing roster in April, along with Modem and a partnership between Dare and i-Level. The decision followed a 70-strong pitch and involves all online marketing for BBC brands.