Digital One appoints Clarke Hooper for partnership drive

National commercial digital radio consortium Digital One has rejected traditional advertising in favour of a marketing strategy aimed at getting hundreds of other companies to jointly promote its new technology.

Digital One has appointed marketing services agency Clarke Hooper, which will create a partner marketing programme. The idea is to persuade manufacturers, broadcasters, and retailers to co-fund digital radio promotions to the consumer.

The consortium, jointly owned by radio group GWR and UK cable operator NTL, has also appointed Jeff Astle, formerly with GWR, as head of marketing. He will work alongside chief executive Quentin Howard and consultant Jonathan Obermeister on the launch of the service. Digital One has pledged 27m to marketing over the next 12 years.

Howard says: “We want to build productive commercial relationships with a range of other companies. This will expand the marketing budget exponentially. Simple advertising is not the solution here.”

Digital One was given a licence to operate last October and is scheduled to launch this autumn.

Clarke Hooper, a division of Abbott Mead Vickers.BDDO, has worked on partner marketing projects before. The company was responsible for a Department of Trade & Industry IT promotion called IT For All. Over 18 months Clarke Hooper enlisted 150 companies to co-promote the project, including BT, Dixons and Microsoft.

Digital One expects to launch campaigns this summer. They will include some advertising, but also promotions, PR, and live events.

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