Mother and Rocket have been appointed by Emap On Air to work across
its newly centralised account, which could be worth up to pounds 5
million as the company prepares for a major marketing and advertising
The centralised business includes all Emap’s Magic AM and Big City FM
stations, but excludes the creative work for Kiss FM, which stays with
Abbott Mead Vickers BBDO.
Emap is investing heavily in the Magic and Metro brands prior to the
launch of digital TV later this year. Both brands are likely to expand
into television and the Internet and must establish themselves before
moving into new territories.
Malcolm Cox, Emap Radio’s marketing director, said: ’The success of
Magic has underlined its potential to become established on a much
bigger stage.’ Mother launched Magic in Yorkshire last year.
Melody FM, which Emap recently bought for pounds 25 million from Hanson,
is expected to fall under Mother’s remit if, as expected, it rebrands as
Magic in the near future.
Stef Calcraft, a partner at Mother, said: ’Developing and launching
media brands is one of the most challenging and rewarding areas for any
business because media is where the creative juices can flow most
Figures released by Emap this week show that Emap Radio increased its
operating profit by 9 per cent to pounds 22.7 million in the past year.