Capital Plans Marketing Restructure For London And Regional Stations
Capital Radio is revamping the marketing departments for its London and regional stations. The regional marketing restructure will see the promotion of current managing director for Century 105.4, David Andrews to the newly created role of regional marketing director, as soon as a new managing director is appointed.
Commenting on his appointment, Andrews commented: “[This development] will enable the regional stations to better understand their markets and listeners and raise the whole profile of the stations within their markets.”
Andrews’ unit will oversee all marketing activity for Capital Radio Group’s 12 stations outside London, including Beat 106 FM, the Century stations, Sun FM, Fox FM, 96.4 BRMB, Red Dragon FM, Invicta FM, Southern FM, Power and Ocean FM. The team will be responsible for the development of strategic marketing plans, research and analysis, and brand management. A creative services division will operate within the unit to ensure consistency of print production, design work and media buying across the group.
Meanwhile, at Capital’s London stations, the newly appointed managing director Andrea Vidler has revealed her own plans for a marketing and communications restructure. All activities are to be brought together under a brand communications director. This position has yet to be filled, but the successful applicant will take on responsibility for creating and implementing an integrated above and below the line brand marketing and communications strategy for the London stations. The role will see responsibility for the positioning and identities of Capital FM and Capital Gold brought together for the first time with community services, charities, event management and customer service standards.
Vidler commented: “Recent RAJAR figures (see Capital Still On Top As AM Declines Across London) confirm that the process of reinvigorating the brands through new marketing and programming initiatives is already starting to make an impact. We must now build on this success by creating clear brand identities for both stations through an integrated marketing and communications strategy which reconfirms our presence in London and which maximises station appeal for audiences.”
As a further aspect of the restructure, Capital has confirmed that it is to move away from working with agencies on a project basis towards a structure involving more long term partnerships.
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