St Luke's has picked up a brief for an awareness-raising TV campaign for Magic. HHCL will be working alongside Naked Communications to create TV ads that will continue the "Live sexy" positioning of the Kiss brand.
Mother is the incumbent on the bulk of the £2 million Emap Performance account, which Magic and Kiss fall into. The agency, which won the Magic account five weeks after it opened its doors in 1997, refused to repitch for the business.
Emap Performance called the review in a bid to build a roster of agencies that will work on a project basis across all of its magazine, radio and television brands.
Pitches for several of Emap performance magazines, including its music title, Q, are ongoing.
Phil Teer, the joint managing director of St Luke's, said: "Magic is an exciting win for St Luke's and we're delighted to have been appointed to work on such a creative brand. We're looking forward to making some fantastic ads."
The review of the account follows the restructure of Emap's marketing department after its group marketing chief, Malcolm Cox, left last year.
Marketing for Emap Performance has since been broken up and separate teams charged with the marketing of individual areas.
Mother has worked on Emap's radio creative account for the past seven years. Its latest campaign for Magic looked to emphasise the station's repositioning of "More music, less chat" and featured a sleeping family and their dog "sleepdancing" to the radio.
It also developed the "Live sexy" theme for Kiss 100, positioning the station as capable of making its listeners feel sexy.
It created the "mancat" spot as well as the ad that brought Woody, a ventriloquist's dummy, to life.
Afdhel Aziz, the brand manager of Kiss 100, said: "HHCL really impressed us with its energy, passion and understanding of how a brand such as Kiss needed to behave. We're looking forward to living sexy with HHCL this summer."
Jonathan Burley, the creative director of HHCL/Red Cell, said: "Kiss is a great, ambitious brand that deserves great, ambitious advertising. We're really looking forward to working with Afdhel and his team on this."