Border Television has appointed J Walter Thompson Manchester to the 1m launch account for its North-west radio station Century 105, due to go on air in September.
The company saw six agencies, including media-only operations. McCann-Erickson Manchester is also understood to have pitched for the creative account. The 1m media business has been won by MediaVest Manchester.
John Myers, group managing director of Border Radio Holdings, says: “JWT showed real creative flair and I am looking forward to working with it on our launch strategy.
I believe we will certainly be noticed.”
Border was awarded the North-west radio licence last February. According to Myers, the success of Century Radio North-east, which has achieved 20 per cent reach, lay behind its successful bid for North-west.
Border claims the new licence has the largest geographical coverage in the UK outside London and can reach a potential audience of 5 million.
The company has raided Capital Radio for its first sales director, Julian Carter.