Talk Radio has appointed Walsh Trott Chick Smith and TMD Carat to handle
its pounds 2.5 million advertising account.
The decision follows a four-way creative shoot-out against Maher Bird,
the Business Development Partnership and Manifesto, which currently
handles Talk Radio’s sister stations, Atlantic 252 and Country 1035AM.
The incumbent, Foote Cone Belding, declined to repitch after the review
was announced last month (Campaign, 26 April).
Media has been handed to TMD Carat without a pitch, leaving the
incumbent, Optimedia, out of the frame. Both appointments are on a
project basis until the end of the year, when the client will review the
The new campaign breaks on 1 June and the first stage comprises 48- and
96-sheet posters on 100 sites inside the M25. At the same time, ads will
appear in national newspapers over four weeks and regional daily
newspapers over a period of two weeks.
A television campaign will follow in the autumn.
Talk Radio has also organised more than 60 outside broadcasts across the
country. In addition, it is launching a series of on-air promotions
throughout the summer.
Amanda Walsh, managing partner at Walsh Trott, said: ‘Awareness of Talk
Radio should be a lot higher than it is. It’s unique - the only national
talk station. Our research shows that the potential for its appeal is
very broad. We have developed an intrusive advertising campaign to
encourage trial of the station.’
FCB originally won the launch account 18 months ago after it triumphed
in a seven-way pitch.
Atlantic 252 is also currently reviewing its advertising and media
arrangements out of Manifesto and MediaCom (Campaign, 10 May).