Xfm hires Mother for audience drive

The youth radio brand Xfm has hired Mother to its creative advertising account, as it looks to achieve a national reach of one million listeners.

According to the latest Rajar figures, the audience of the Capital Radio-owned station, which broadcasts in London and on national digital radio, is hovering below the 700,000 mark.

It will be the first time Capital has backed a national campaign for the brand, following an announcement at the end of last year that Capital would inject £1.5 million into the Xfm and Choice FM brands.

The incumbent, Quiet Storm, declined to pitch, leaving Mother and Leo Burnett to battle it out head-to-head .

Xfm's head of marketing, Charlotte Soussan, said: "Mother has a genuine empathy with Xfm's target audience. It clearly 'gets' the station and shares its mindset, as well as offering exten-sive experience with radio brands." Mother has already worked on Kiss FM, Kerrang Radio, Magic and Capital.

Although Xfm targets young listeners, more than a quarter of those now tuning in are over 45, according to new research.

ZenithOptimedia remains as Xfm's media buying agency, with Rocket continuing to devise the communications and media strategy.