Xfm hires Mother for national drive for extra listeners

LONDON - 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 stations, 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 the announcement at the end of last year that Capital would inject £1.5m 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 extensive expertise 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 GfK audience measurement research.

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

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