Xfm hands Mediacom North Manchester launch account

Xfm, the GCap-owned alternative radio station, has appointed Mediacom North to handle the &£1m planning and buying account for its new Manchester station.

The agency, which already works with GCap’s Century stations, was handed the account without a pitch. It will work alongside Mother to develop a campaign for the station’s March 15 launch. It does not affect the Xfm’s relationship with Rocket, which handles the media for the London station.

The move coincides with details of the new station’s DJ line-up, which draws heavily on Manchester’s musical heritage. The schedule includes Andy Rouke, the former bassist with The Smiths, and founder of The Hacienda Tony Wilson.

Xfm marketing director Richard Mintz says the details of the launch campaign are still being finalised but adds that it will be supported by local events.

The launch of the Manchester station comes amid a push to develop Xfm into a national brand. GCap has already rebranded Glasgow station Beat 106 as Xfm and last week revealed plans to do the same with 11 digital stations currently under the Storm brand.

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