Xfm Signs Mother To Handle Promotional Push
Capital Radio-owned indie music station Xfm has hired creative agency Mother to deliver the station’s above-the-line activity following an impressive pitch to the station’s marketing team at the end of last year.
The appointment follows the decision from Capital Radio to inject more money into its development brands, a move which the company hopes will capitalise on strong performances by Xfm and Choice FM in 2004.
Mother’s appointment builds on the agency’s experience with radio brands, having worked on Kiss FM, Kerrang Radio, Capital and Capital Gold, and won awards for their work on Magic FM.
Commenting on the agency’s appointment, Xfm’s head of marketing, Charlotte Soussan, said: “Mother have a genuine empathy with Xfm’s target audience, they clearly ‘get’ the station and share its ethos and mindset, as well as offering extensive experience with radio and media brands. This is a very exciting time for Xfm as the station goes from strength to strength, and we’re delighted to kick off 2005 with such a great team in place.”
Iain Newton, strategist at Mother added: “Xfm has such a fantastic brand personality and the team at Xfm know it. Mother’s job is to take this personality and express it everywhere the Xfm brand doesn’t already exist. It’s a great opportunity to do this at such a crucial and exciting stage in the brand’s life.”
The new deal will see Mother develop all above-the-line activity for Xfm, whilst Rocket will continue to handle the communications and media strategy for the station. ZenithOptimedia will remain as Xfm’s media buying agency and will be unaffected by Mother’s appointment.
Xfm has made several efforts to extend its listenership recently, conducting trial FM broadcasts in several cities such as Manchester and rolling out branded digital radios to encourage nation-wide listening via its DAB digital radio signal (see Xfm To Broadcast In Manchester Ahead Of FM Licence Bid).
Capital Radio: 020 7766 6000 www.capitalradiogroup.com
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