Atlantic 252 has appointed Spirit, the advertising agency launched
in April by Michael Dobbs, Richard Hammond and Mitch Levy, as its agency
The agency’s main task next year will be to promote a series of new
programmes. It is already working on a campaign to launch next year with
an initial spend of around pounds 500,000. The ads will promote a new
show and are expected to run on radio, press and posters, with Carat
handling media planning and buying.
Alison Victory, marketing director of Atlantic 252, said: ’Over the
forthcoming months, the Atlantic 252 product will undergo some exciting
It is important that we effectively communicate these changes to our
core audience of young adults. Spirit’s appointment signals our
intention to market ourselves aggressively in a highly competitive
Richard Hammond, managing director of Spirit, added: ’Atlantic 252 faces
increasing competition from both mainstream and niche offerings.
Spirit’s job will be to confirm Atlantic’s core proposition and expand
its audience base.’
The move follows the appointment of David Dunne as Atlantic’s
programming director last month. Dunne, who was previously head of music
at MTV, plans significant changes to the Atlantic 252 programming
schedule. In particular, he has said he wants to introduce more dance
music to the on-air mix.