Chrysalis allots LBC revamp task

Chrysalis Group has appointed start-up Vallance Carruthers Coleman Priest (VCCP) to create the &£2m relaunch advertising for its new-look LBC radio station next year.

VCCP pitched against Farm and TBWA/London for the business, and the review was overseen by the AAR (MW October 24). Chrysalis Radio marketing director Steve Parkinson made the appointment.

Chrysalis bought LBC’s owner, London News Radio, from a consortium of ITV, Reuters, The Daily Mail & General Trust and GWR in September. It also acquired News Direct as part of the deal.

It plans to reposition LBC to target younger listeners, and in January it will be moved to the FM frequency used by News Direct as part of this strategy. News Direct will move to AM and will be rebranded to incorporate the LBC name.

A new schedule to support the repositioning will be announced in early December. Radio Five Live presenter Caroline Feraday has agreed to join LBC, after turning down an offer from Capital Radio to co-present the Chris Tarrant breakfast show. BBC World TV sports reporter Simon Vigar has also moved to the station and will present the LBC Nightly News.

VCCP will develop a creative campaign, to break in January, to support the switch of frequencies and will reflect the new younger image of the station, which is due to be revealed in early December.

VCCP will work with Parkinson and LBC marketing controller Jenny Beckman, who was appointed last week.

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