Fallon McElligott sees off Circus to land Radio 1

Fallon McElligott has been charged with inventing a campaign to revitalise Radio 1’s image after beating Circus in a head-to-head pitch for the #1.3 million advertising account.

Fallon McElligott has been charged with inventing a campaign to

revitalise Radio 1’s image after beating Circus in a head-to-head pitch

for the #1.3 million advertising account.



St Luke’s, the incumbent on the business, turned down the opportunity to

repitch after its new work was rejected.



Gail Nuttney, the marketing manager at Radio 1, said: ’We want a change

in tone and we need to do something drastic. Radio 1 has a fantastic and

accessible schedule but it is seen as a scary place. We’ve been in

danger of ’cooling’ ourselves out of existence. With a media client, the

brand is never fixed as it is changing all the time. Fallons naturally

immerses itself in a client, which is essential to me.’



A new drive from Fallons will appear on posters and in cinemas next

year, presenting a warmer and more accessible image for the station.



St Luke’s has held the account since it was part of the Chiat Day empire

and helped relaunch Radio 1 as an edgy, contemporary station with a

highly acclaimed campaign in 1995.



Nuttney commented: ’Radio 1 is a very different place from four years

ago. What they did then was spot-on but the station and team have

changed radically and the competition now is much more intense. We

wanted something fresh.’



Lawrence Green, a partner at Fallons, said: ’Radio 1 is a fantastic

brand, and it’s a privilege to have the BBC as one of our clients.’



Paul Twivy, a partner at Circus, said: ’We are incredibly disappointed.

Fallon McElligott must have been brilliant because we were on top form.

We have a strong and growing relationship with the BBC and we will be

making an announcement soon.’



The decision to put the account out to pitch delayed the launch of a new

campaign, due to run before Christmas.



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