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.