Xfm Names Agency For Media Launch

Xfm 104.9, the successful applicant for the last remaining Greater London FM licence, has appointed Saatchi & Saatchi Media Department to handle its media launch this coming September. The proposed media expenditure behind the launch will be in the region of £2m over the first six months of transmission, while the creative strategy is still being developed.

Mike Gorman, media director of Saatchi, commented: “The launch is probably the most overdue and eagerly awaited media launch for many years.” He believes that London is saturated with middle of the road mass appeal stations which, though delivering high audiences, have listeners which are already brand loyal and mature customers. He went on to say that Xfm will be able to deliver an audience that are willing to experiment and influence people.

Advertisers such as Boddingtons, Red Bull, Toyota Rav 4 along with certain record labels and venues are thought to be interested in securing airtime slots.

Xfm has previously worked with Saatchi when researching its bid to the Radio Authority last year.

Xfm: 0171 580 7577