Heart takes on Capital with brand shake-up and new ads

LONDON - Heart 106.2 FM has given its brand a shake-up, introducing a new logo and launching an ad campaign aimed at young women in an attempt to close the audience gap on 95.8 Capital FM as the most-listened-to London radio station.

Heart 106.2 in London and Heart 100.7 in the West Midlands have launched a new station logo designed by BB/Saunders to give the brand a younger, fresher feel.

The ads, which have yet to be confirmed, will be created by Clemmow Hornby Inge, which emerged as the victor in a five-way pitch for the £3m ad account in August this year. Media is being handled by Starcom MediaVest.

The station is also releasing two Heart-branded compilation CDs, with the first, 'Feel Good Anthems', hitting the shops at the beginning of October.

The London-based station has signed DJ Nick Snaith for its afternoon slot. Snaith currently combines work as a presenter on BBC One's 'Holiday' show with stints at BRMB, the Capital-owned Birmingham radio station.

Toby Anstis, Heart DJ and former children's presenter, who currently occupies the afternoon slot is to be moved to the 9am to 1pm slot.

Heart's most recent advertising campaign, through Elliott Borra Perlmutter, promoted the station's breakfast show, hosted by Jono Coleman and Harriet Scott.

The station has also promoted Mark Browning to the newly created position of programme controller for London's Heart 106.2, where he will develop music strategy and talent development.

The next set of Rajar radio audience figures are due for release on October 21, when Heart 106.2 is hoping to outdo rival Capital.

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