Clear Marketing retains £3m GMG regional radio account

Guardian Media Group (GMG) Radio has reappointed Clear Marketing to handle the £3m advertising for regional radio brand Real Radio. The agency retains the account after a four-way pitch against three undisclosed agencies.

The account, which went up for review in December (MW December 16, 2004), covers the brand’s three stations in Wales, Scotland and Yorkshire. The pitch was overseen by GMG radio chief executive John Myers.

The agency will create a new campaign, including television and outdoor, for each region to develop the brand while retaining its family appeal. The creative work will break throughout the year.

Manchester-based Clear Marketing has handled the Real account since 2002, after it won the business from launch agency Cranshaw Middleton (MW September 5, 2002). Clear also handles the advertising for GMG Radio’s North-west station, Smooth FM (MW January 15, 2004).

The Real stations in Scotland and Wales are the leading commercial stations in their regions, according to Rajar. Rajar figures for the quarter ending December 12, 2004, show that the three stations have a 10.8 per cent share of listening, up from 10.1 per cent on the previous quarter, and a weekly reach of over 1.4 million.

GMG Radio also owns London-based specialist station Jazz FM. The group is understood to be reviewing the branding of the station following the successful relaunch of Jazz FM North-west as Smooth FM last spring (MW November 18, 2004).

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