HHCL/Red Cell is to develop a £1m summer campaign for EMAP-owned radio station Kiss 100.
It is understood that the agency beat off competition from Boy meets Girl S&J, Quiet Storm and another undisclosed agency to win the pitch. The business moves from Mother.
HHCL/Red Cell is working with Naked Communications to develop a television campaign for Kiss 100 to increase its brand awareness with its key audience of 15- to 24-year-olds in London. It will run across terrestrial TV and will have support across EMAP’s music video channels, including Kiss TV, The Box and Smash Hits.
Kiss 100 is the fourth-biggest commercial station in London, with 1.5 million weekly listeners in London. It reported an 8.8 per cent share of listening in the Rajar results for the first quarter of 2004, up from 4.1 per cent for the same period the previous year.
The station reaches a further 1 million listeners through DAB digital radio, satellite, cable, Freeview and the internet.
The appointment is part of a review of all advertising for EMAP’s radio stations, which was called in April (MW April 8). It is part of a decentralisation of the marketing for its radio brands, which also includes Magic and the Big City Network.
The decision to devolve marketing powers to the individual brand teams led to the departure of group marketing director Malcolm Cox earlier this year (MW March 11).