Classic FM Appoints Marketing Chief Ahead Of Ad Drive

Classic FM has announced the promotion of Giles Pearman to the role of marketing director as it gears up for the next stage of its million pound advertising campaign, utilising 33 fully-branded taxis in and around London.

Pearman, who joined Classic FM from FMCG giant Unilever in 1999, will now become the station’s first dedicated marketing director as it seeks to usurp rival Chrysalis Radio’s Heart as London’s second most popular commercial station.

The newly created role will see Pearman report directly to Classic FM’s managing director and programme controller, Roger Lewis, as the station unveils a wide-ranging promotional drive designed to strengthen its position in the capital in the face of continually increasing competition.

The latest batch of promotions will underline the station’s commitment to classical music and will include advertising on taxi receipts, branded tip-seats and a specially designed door-activated stereo system that automatically tunes onto Classic FM as passengers enter.

The latest RAJAR audience figures for the three months to June 2003 reveal a less than impressive performance for GWR-owned Classic FM, which saw its weekly reach dip by 1.2% year on year to just below the 6.5 million mark. However, the station’s share of listening remained stable during the same period at 4.5%.

Earlier this year GWR announced a doubling of pre-tax profits to £17.1 million for the year, outperforming the radio industry average as advertising revenues grew by 8.4% to £125.6 million. The group’s national radio revenue rose by 8.7%, while local radio revenue grew by 7.9%. Classic FM contributed 21.9% of the group’s overall revenue (see GWR Outperforms Radio Industry As Profits Double).

GWR Group: 020 7284 3000 www.gwrgroup.com

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