Capital Radio hires DLKW for pounds 4m account

Delaney Lund Knox Warren & Partners has landed the estimated pounds

4 million Capital Radio advertising account.

The agency won the business having demonstrated its ability to

understand the hierarchy and relationship between the Capital brands,

according to a spokeswoman for Capital. The agency beat off competition

from M&C Saatchi and HHCL & Partners to win the account.

The pitch was conducted through the AAR. Agencies were asked to produce

creative work for a tactical campaign. Those in the running also had to

participate in discussion workshops focusing on issues relating to the


Capital's shortlist of three was deliberately selected to have different

types of agencies pitching.

Andria Vidler, the managing director at Capital Radio London, said:

"We're looking forward to working with DLKW. We were impressed with the

high level of thinking from all three agencies. However, benchmarking

against all our objectives, DLKW most clearly demonstrated an

understanding and ability to manage Capital's brand portfolio."

DLKW will work on marketing and advertising strategies for all the

Capital brands, including Capital Gold and Capital FM. The agency has

also been asked to work on the company's brand positioning.

In August last year, Capital parted company with its previous incumbent,

Abbott Mead Vickers BBDO. Since then, Mustoe Merriman Herring Levy had

handled the account on a project basis. However, that agency was

appointed by Virgin Radio in February. In April, Capital embarked on a

search to replace MMHL.

In November last year, Capital ditched its famous smiling sun logo. The

move, implemented by the former Capital marketing manager Vijay Solanki,

was part of a drive to overhaul the station's image. Solanki left

Capital to join IPC last year.