Abbott Mead Vickers BBDO has scooped the full-service account for the
relaunch of London News Radio and is set to create a new brand identity
for the struggling station.
Senior executives at GWR, which owns a 31 per cent stake in LNR, saw
pitches last week from AMV and the Bristol-based agency, Bacon Caldow
Loney O’Connell, which pitched alongside the Media Centre.
The account was previously split between Leo Burnett and TMD Carat, who
have held the business since September 1994. Although both agencies were
initially invited to take part in the review, both declined to repitch
for the account.
After last week’s presentations, AMV is thought to be the preferred
partner on the business and was this week waiting for formal
confirmation that it had won the pitch.
The creative and media review was sparked by GWR’s decision to overhaul
the London-based station after taking it over earlier this year.
The radio service is split between two frequencies: London News
broadcasts a rolling news service on FM, while London News Talk is a
chat-based AM station.
However, research among listeners is understood to have favoured a full
rebranding of the stations under the banner of its predecessor, LBC,
which lost the licence to LNR at the end of 1993.
AMV will now be handed the task of creating a new identity to revitalise
the services and build upon the heritage of the LBC name.
As well as using AMV for media and creative work on LNR, GWR is also
understood to be tapping into the company’s other divisions such as the
PR operation, Freud Communications.