Capital FM awards Dialogue DLKW direct marketing brief

Capital FM is making its first foray into direct marketing, as it battles to arrest falling listening figures.

The ailing London radio station has appointed Dialogue DLKW to its newly created integrated communications account following a competitive pitch. Its above-the-line sister agency, Delaney Lund Knox Warren & Partners, already handles the station's advertising account.

The Dialogue win includes digital and experiential media, and a brief to launch a new campaign in the early part of 2007.

Paul Biggins, the chief executive of Dialogue, said: "Our task is to position Capital as contemporary and relevant to today's changing music habits."

Capital's share of overall listeners continued to fall in the third quarter of the year, from 5 per cent to 4.7 per cent, according to the latest Rajar figures.

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