Capital Radio has handed its 2.5m advertising account to Abbott Mead Vickers. BBDO.
The account will initially go to the agency on a project-by-project basis for the next six months.
Capital’s marketing director Lizzie Palmer is believed to have handed the work to the agency without a pitch.
The account decision had been held up because the London-based station was involved in a year-long bid to buy Virgin Radio, which broadcasts nationwide. Capital eventually lost out last December after a consortium headed by broadcaster Chris Evans bought the station for 87m.
Capital, the oldest commercial radio station and the largest radio brand in the country, has been without an advertising radio since it split with incumbent GGT last August. GGT was invited to repitch, but declined. Capital had planned to appoint an agency last October.
Palmer launched the review saying she wanted to see how its advertising would fit into the whole of its business, which includes, the My Kinda Town restaurant chain, as well as a host of local stations around the country.
At the time, Palmer said: “We need to keep an eye on what keeps us fresh and maintains our position as brand leader.”