GMG Radio has appointed Dye Holloway Murray to handle the £1.5m advertising account for Smooth Radio. It follows a four-way pitch against Mustoes, Hooper Galton and incumbent Clear Marketing.
The pitch, which was overseen by the AAR, came ahead of a “significant marketing campaign” for the six-strong network that aims to raise awareness of the brand and drive more people to listen to the station.
Smooth, which is a combination of former Jazz FM and Saga stations, was formed in March last year and has stations in London, the East and West Midlands, the North West and North East of England and Greater Glasgow. It is aimed at older listeners and plays music from the past 50 years combined with “grown up speech”.
GMG Radio group commercial director Stuart Taylor says: “Dye Holloway Murray’s idea most accurately captured the spirit of Smooth Radio. The key ambition this year is to build awareness and drive trial and we are extremely excited about the launch of Smooth’s new campaign.”
The appointment does not affect the Real Radio and Century Radio brands, which will continue to be handled by Clear. MediaCom was appointed to handle media planning and buying for the group last December.