MediaCom TMB has hired ex-Classic FM man Mike Hope-Milne as its
first full-time head of radio.
Hope-Milne lost his job as group head at Classic last month after the
station launched a cost-cutting operation.
At MediaCom, he will report to director of Radio, Clive Howse, who is
relinquishing day-to-day responsibility for radio in order to focus on
his client, Universal, one of the agency’s biggest.
Hope-Milne, who spent three years as Western International Media’s head
of radio, will be the main radio contact for media owners and supplier
of radio figures for MediaCom planners and buyers. He is aiming to use
his new role to promote a more creative use of radio both within the
agency, and to owners. ’I want to make sure we get the most out of radio
rather than just buying a load of spots and job done,’ he explained. ’So
few people give radio the time and attention it deserves.
Having someone constantly in the marketplace will also be an advantage
when it comes to negotiating prices.’
Howse will still be MediaCom’s radio ’figurehead’ and continue to talk
to sales houses and senior radio clients but said he lacked the time
needed to devote himself to radio and to handle Universal, which owns
Polydor UK, Mercury, Universal Classics and Universal Island.
’I’m still interested in radio,’ he said. ’But Universal launches two
albums a week - it’s a full time job. We needed someone to ensure
standards were met and keep us all up to speed with what’s happening in
MediaCom is the UK’s fifth largest radio buying point. Radio clients
include Universal, BP, Nokia, Direct Line, Ikea, Cape and the