Capital Appoints Marketing Chief To Connect With Customers
Capital Radio has announced the appointment of Alison Finch to the newly created role of head of customer connection with responsibility for developing insights into the needs of the group’s commercial customer base.
The new role will see Finch, who has worked at Capital for the last eight years, report directly to commercial marketing director, Gavin Miller, with a brief to bridge the gap between the broadcaster’s commercial marketing and sales functions.
Commenting on the appointment, Miller said: “One of our objectives is to provide the best customer service of any media organisation. Our aim is to deliver innovative sales and marketing solutions for our customers so as to have a direct impact on the bottom line. The appointment of Alison Finch in this new role will help us deliver that.”
Capital has come under increased pressure from rivals in recent months, particularly from Chrysalis-owned Heart 106.2 in London. The popular music station now trails Capital by just 200,000 listeners and recently boosted its advertising spend by a substantial 20% in an attempt to dethrone its rival in the London market (see Heart Pumps Up Adspend To Take On Capital In London).
Capital recently welcomed Johnny Vaughan as the host of its high-profile breakfast show, taking over from Chris Tarrant after a marathon sixteen years on air. However, the latest RAJAR figures show that Vaughan has so far failed to bolster Capital’s London lead, with the station’s weekly reach declining by almost 20% year on year in the second quarter of 2004.
The figures include Tarrant’s last two weeks at the microphone and it is widely understood that Vaughan will take time to bed in to the breakfast slot. The real test will come in a few months time when the effect of recent advertising campaigns wears off(see RAJAR Results Q2 2004: Vaughan Fails To Boost Capital).
Capital Radio: 020 7766 6000 www.capitalradiogroup.com
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