Radio 1 appoints Agency Republic to boost its appeal among 15- to 24-year-olds

Agency Republic has won the digital creative account for BBC Radio 1 after pitching against Modem Media. Its fellow roster agency Dare declined to pitch.

James Wood, the head of marketing for Radio 1, said the decision to appoint Agency Republic was based on a need to find new ways to talk to 15- to 24-year-olds. "We have done new-media campaigns before but this will be the biggest so far," he said.

The brief is to increase Radio 1's reach among 15- to 24-year-olds who do not currently listen to the station and to get them to engage through digital media.

Radio 1 has increased its use of marketing via mobile phones over the past 12 months and is understood to favour an approach with a strong mobile element for its digital marketing.

The BBC appointed Agency Republic to its digital marketing roster in April, along with Modem and a partnership between Dare and i-Level. The decision followed a 70-strong pitch and involves all online marketing for BBC brands.