GWR is reviewing its advertising arrangements as it prepares for the
relaunch of London News Radio.
Senior executives at the station saw full-service pitches from agencies
Abbott Mead Vickers BBDO is lining up against Bacon Caldow Loney
O’Connell and the Media Centre, which handles media for the other
stations within the GWR portfolio. The incumbents, Leo Burnett and TMD
Carat, were initially invited to repitch, but both declined.
Neil Jones, a director of TMD, explained the media independent’s
decision: ‘Media strategy was not part of the repitch briefing, which is
a fundamental element of our product offering.’
Burnetts and TMD picked up the London News Radio account in September
1994. The station, which was then owned by Reuters, originally earmarked
pounds 1 million for the launch of two services: London News 97.3 FM and
London News Talk 1152 AM.
It is understood that GWR will seek to revive the old LBC brand for the
AM service. LBC has a rich brand heritage. Before LNR won the franchise,
it was Britain’s oldest commercial radio company.
David Keithley, a spokes-man for LNR, said: ‘We have conducted extensive
research into what listeners feel about the station and we will take
their opinions into account.’
The GWR Group snapped up a 31 per cent stake in London News Radio last