Choice FM hands creative to Mother

The urban radio brand Choice FM has given its £1.5 million creative ad account to Mother in a bid to increase its audience share.

The appointment was made without a pitch and follows Mother's win of Capital Radio's Xfm earlier this year.

Choice FM was purchased by Capital Radio Group in November 2003 in a deal worth £15 million. The station has a weekly audience of 475,000 15- to 34-year-old Londoners, and is also available on national digital radio.

"Mother has already impressed us with its work on Xfm and now I look forward to it helping to define Choice FM's positioning and growing the station into a major urban lifestyle brand," the Capital Radio Group marketing director, development brands, Richard Mintz, said.