A big Heart but no sense of humour

Heart FM radio boasts light-hearted entertainment, but when it comes to its own advertising pitch, the independent station clearly doesn’t want to be entertained.

The Diary understands that Mellors Reay & Partners, the agency which helped launch Heart FM two years ago and has worked with it ever since, was miffed when it found out the station had put the account up for review.

So the agency with a heart sent a humorous, DJ-style recording stating the reasons why the broadcaster should stick with it.

Although the station found the tape “very funny”, Heart’s advertising suits did not think such frivolous merry-making suitable fodder for a pitch.

“Heart did not appreciate that it was essentially our pitch,” says Mellors Reay’s imaginative managing director Paul Richards. The agency then gracefully withdrew from the proceedings when it realised Heart did not get the joke. “It’s always sad when it comes to this,” says Richards. Could these be the tears of a clown?

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here