Capital Radio adds £1.5m to Xfm spend

Capital Radio is to put an extra £1.5 million behind marketing its young brands Xfm and Choice FM as it looks to achieve a national reach of one million listeners for Xfm.

The radio group is expected to appoint an advertising agency to work on the two brands once a marketing strategy has been finalised.

Graham Bryce, the managing director of Xfm and Choice, said: "We will be looking at the people who work with us. Whether we'll look to use something new has not been decided yet but we're not opening up a pitch."

Rocket currently handles media strategy for Xfm but Capital may need to appoint a creative agency to handle above-the-line advertising. Delaney Lund Knox Warren & Partners handles the 95.8 Capital FM brand.

The increased investment is likely to be split between above-the-line ads for Xfm and product improvements and trade marketing for Choice FM, the London urban station that Capital bought six months ago.

Bryce said: "Capital has a strategy of building complementary brands in the marketplace. It wants to create four strong brands but the ad recession meant that there weren't necessarily funds to invest in them all."

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