Capital 95.8 drops DLKW and takes ads in house

Capital 95.8, the GCap Media-owned London radio station, has parted company with Delaney Lund Knox Warren after seven years. It has taken its advertising in-house and is not expected to hold a pitch.

The changes follow the arrival of Capital 95.8 managing director Paul Jackson, who joined from Virgin Radio last September, and marketing director David Andrews, who also joined from Virgin at the end of last year.

The news also comes as GCap Media chief executive Fru Hazlitt outlines a major cost-cutting strategy for the group. It has named Capital 95.8, Choice FM, Xfm, Classic FM and The One Network as its five core brands as it announced plans to close its digital-only stations. It is also scaling back the Xfm network to a London-only station. Xfm currently has stations in Scotland, Manchester and South Wales; the latter launched in November last year.

DLKW won the £5m account after a three-way pitch against HHCL & Partners and M&C Saatchi (MW May 11, 2001). It was appointed by then managing director of Capital, Andria Vidler, who is now managing director of national radio at Bauer Radio.

The agency created a series of animated ads that aimed to show how Capital Radio was an integral part of London life. It took over from the “It’s Your London” campaign, which had been focused on competitions or specific shows. DLKW also developed some work for some of Capital’s regional stations, including BRMB in Birmingham.

In November 2006, Capital also appointed DLKW Dialogue to handle its integrated communications account, including direct marketing and digital

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