MGOMD has been appointed to handle Jazz FM’s £2m media planning and buying account, following a three-way pitch against Zenith Optimedia and Brilliant Media.
Planning and buying was previously handled in house by Jazz FM marketing director Nicola Thomson. The network has decided to appoint an agency to handle its new campaign – which is due to launch in the spring – as it is on a larger scale than earlier campaigns and will extend into new areas, such as cinema.
The agency will work with creative agency Kitcatt Nohr Alexander Shaw, which won Jazz FM’s £2m advertising account in January (MW January 23). Kitcatt is working on plans for an overhaul of the Jazz FM brand, including a new logo to replace the chameleon.
The overhaul of the network follows extensive research into listeners’ views by Guardian Media Group (GMG), which acquired Jazz FM last June (MW June 6, 2002).
According to Rajar figures for the last quarter of 2002, the reach of Jazz FM’s London and North-west stations has increased by 121,000 to 987,000. Its share of listening also increased from one per cent to 1.5 per cent over the quarter.
Jazz FM also reported that 300,000 more people were listening through platforms such as digital radio, satellite and cable TV, and the internet. It was the first network to commission Rajar to measure listenership figures from non-analogue stations.