Capital FM hires marketing chief

Capital FM Network has appointed former Lastminute.com head of marketing Carl Lyons as its senior marketing director.

Lyons will take up the position on March 31 and will be responsible for 95.8 Capital FM and its seven sister stations. This is the first time Capital FM has appointed someone to oversee the marketing for the whole Capital FM Network. Lyons will report to Capital FM managing director Andria Vidler.

Lyons joins the radio group at a time when Capital FM is fighting to win back listeners in London from newer stations EMAP’s Kiss FM and Chrysalis Radio’s Heart 106.2. Its share of listening has fallen steadily over the past year from 10.9 per cent in the fourth quarter of 2001 to 8.8 per cent the fourth quarter of 2002.

It relaunched Chris Tarrant’s breakfast show, with new sponsor Kellogg’s Corn Flakes, in January, and has broadened its music policy by adding an album chart show and a rock show.

Lyons was marketing director at Lastminute.com for three years. During that time he helped to develop the website as a household name. He oversaw the reappointment of M&C Saatchi, which retained the &£5m creative account after a four-way pitch (MW August 24, 2000), and he moved the media buying and planning account into PHD, after Walker Media resigned (MW February 10, 2000).

He decided to leave the website last month (MW February 6) and Lastminute.com is still searching for a replacement.

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