Mellors Reay & Partners has scooped the £2m Heart FM launch account which McCann-Erickson had been tipped to win.
Heart, part of the Chrysalis Radio group, is scheduled to go on air in London in late summer – probably August.
McCann was tipped to win the account as it handled the launch of Heart’s sister service in the Midlands.
“The choice of an agency for Heart 106.2 FM in London proved to be a very tough call,” says Chrysalis Radio chief executive Richard Huntingford.
“We received pitches from Mellors Reay and McCann, however, Mellors Reay showed that little bit of extra creativity and zip that we thought would serve us best for the London launch,” he adds.
Heart will be launching into a highly competitive market with rivals including Capital
FM and the latest entrant, Virgin FM, which went on air last Monday.
The £2m business will be split, with £1.6m being spent on above-the-line advertising and £400,000 on below-the-line activity.