Virgin Radio poaches MMHL from Capital

Virgin Radio has poached advertising agency Mustoe Merriman Herring Levy (MMHL), which created its rival Capital Radio’s current advertising campaign “It’s your London”, to handle its creative account.

MMHL has been appointed as Virgin Radio’s agency of record and has already created the station’s largest campaign to date.

MMHL was appointed by 95.8 Capital in August to work on the branding project (MW August 10), after the station’s two-year relationship with Abbott Mead Vickers.BBDO ended the same month.

Capital Radio confirms it was unaware that MMHL had been appointed by Virgin Radio. A Capital Radio spokeswoman says managing director Andria Vidler is reviewing advertising arrangements and that MMHL had approached her about being contracted on a permanent basis.

The spokeswoman adds: “We weren’t able to give them a quick decision so they obviously went to Virgin Radio.”

Virgin Radio declined to give details of a media spend for the campaign, which will run on TV, outdoor, cinema and in the press. It has been created to highlight Virgin Radio’s shake-up of its policy in an attempt to focus on its core 30to 40-year-old age group. It will play less chart hits and focus on classic rock and pop. MMHL was unavailable for comment.