Heart FM has taken its full- service brief out of Leo Burnett and
handed its pounds 2 million media and creative accounts to Walker Media
and Elliot Borra Perlmutter respectively without pitches.
Miriam Neville, Heart’s marketing director, said that while the
Chrysalis-owned station had a good relationship with Burnetts, Heart was
’not best served by the big full-service agency’ structure. The account
covers Heart 106.2 in London and Heart 100.7 in the Midlands.
EBP created most of Heart’s branding and has also been working with the
station on below-the-line work for three years. Extending its brief was
a natural development, Neville said.
She also confirmed that she opted for Walker Media immediately, and
said: ’They’re the new kids on the block who will end up being the
market leader. There is enormous synergy between them and us.’
Christine Walker, the managing partner of Walker Media, said: ’This is
another nice addition to our existing portfolio. I like the team at
They came at the project from a point of view that they wanted to build
and they want a tight team with good ideas which can be executed. And,
delightfully, we are looking at strong brands.’
Both appointments will take effect immediately, and a bus-side campaign
will begin later this month.
In contrast with Heart’s advertising of two years ago, which used
caricatures to drive home the station’s music output, the forthcoming
campaign will feature on-air personalities.