Capital Gold seeks agency for new image

Capital Gold is seeking an advertising agency to raise its profile in Manchester and Birmingham, as a station for music lovers rather than older listeners.

The search will be overseen by marketing manager Jo Williams, who joined Capital Gold from Galaxy FM at the start of October. Williams is looking for an agency with experience in radio and brand rejuvenation.

Williams has decided against using Capital Radio Group’s existing agency Delaney Lund Knox Warren (DLKW), which deals with Capital Gold London, because she is looking for a regional agency that will focus on the Capital Gold brand specifically. DLKW won the group’s &£4m business last year.

The campaign, which is likely to use outdoor media and direct marketing, will look to change perceptions of the station’s output. It is thought that non-listeners think the station plays music from the Fifties and Sixties rather than from the Sixties to the Eighties.

The move to find an agency is part of Capital Radio Group’s attempt to emphasise Capital Gold as a brand in its own right. Williams’ appointment as the first marketing manager dedicated to the station is part of that strategy.