GMG hands Smooth FM launch task to Clear

Guardian Media Group (GMG) has appointed Clear Marketing to create an identity and launch campaign for Smooth FM, the relaunched Jazz FM North West which goes on air on March 2.

The Manchester-based agency, which already handles the advertising for GMG’s three Real Radio stations, pitched against Kitcatt Nohr Alexander Shaw, which handles the &£2m Jazz FM account, and an undisclosed agency.

A &£1m marketing campaign, running across television and outdoor, will support the relaunch. Clear has been briefed to create a campaign that will give listeners a taste of the station’s programming. GMG Radio chief executive John Myers is overseeing the campaign but it is understood he may appoint a dedicated marketer to the Smooth brand in the future (MW December 11, 2003).

GMG decided to rebrand the radio station to Smooth FM after research showed that the Jazz FM name was putting listeners off. It will have a broader playlist than Jazz FM and will focus on newer jazz artists such as Jamie Callum and more soul-oriented artists such as Norah Jones.

The relaunch of the station, which covers 5.3 million adults across the Manchester, Liverpool and Lancashire regions, does not affect Jazz FM in London and its advertising will continue to be handled by Kitcatt Nohr.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here