Saatchi & Saatchi has won the creative account for the six-month launch of London indie music station Xfm, scheduled to broadcast from September.
The agency was appointed by station managing director Chris Parry last Friday, and beat Ray Leach Orlov and design agency V to the business.
The decision follows Saatchi’s appointment in March to handle media buying on the 2m account (MW March 28).
The brief is believed to cover press and poster work across London, alongside possible television executions and other “guerrilla tactics” aimed at raising the stat-ion’s profile among its target youth audience.
Saatchi earlier collaborated in drawing up Xfm’s audience and ad revenue projections to support its application for the FM licence to the Radio Authority.
The station, which had two previous applications for permanent licences turned down, predicts it will achieve a weekly audience of 500,000.