Talk Radio rethinks ad brief in wake of MacKenzie’s arrival

Talk Radio is to review its advertising out of Walsh Trott Chick Smith when its contract with the agency comes up for renewal later this month.

Talk Radio is to review its advertising out of Walsh Trott Chick

Smith when its contract with the agency comes up for renewal later this

month.



The station is already in talks with Saatchi & Saatchi about an

advertising campaign for its new drivetime sports show, Sports

Night.



Kelvin MacKenzie, the new chairman and chief executive of Talk Radio, is

understood to be behind the decision to call a review. ’Kelvin is keen

to work with people he has previous experience of. He is a new owner

with new ideas and wants to make changes,’ a source at Talk Radio

said.



TalkCo, the consortium led by the former Sun editor, acquired the

station last month for pounds 24.7 million and immediately began a full

review of scheduling and content. Talk Radio has spent about pounds 1.5

million on advertising in the past year but is planning to spend

considerably more on promoting the station in 1999.



Walsh Trott has handled the account since May 1996. Amanda Walsh, the

agency’s managing partner, declined to comment on the review.