Chrysalis seeks agency for £1m-plus relaunch of LBC

Chrysalis Group is looking for an agency to handle a £1m-plus relaunch of its newly acquired radio station LBC. The radio group is using the AAR to find an agency and has chosen five, from a long-list of 11, to pitch for the business.

Chrysalis Group is looking for an agency to handle a &£1m-plus relaunch of its newly acquired radio station LBC.

The radio group is using the AAR to find an agency and has chosen five, from a long-list of 11, to pitch for the business.

A Chrysalis spokesman says: “We are looking for an agency which will continue our tradition of creative marketing.” He says that the review will not affect the Heart or Galaxy radio stations and that their advertising will continue to be handled by EBP.

Last month, Chrysalis acquired LBC’s owner, London News Radio, from a consortium of ITV, Reuters, DMGT and GWR. It paid &£23.5m for the group. The acquisition included FM station News Direct. Chrysalis plans to swap the frequencies of News Direct and LBC – which broadcasts on AM – from next year. News Direct is also to rebrand to incorporate the LBC name.

The winning agency’s first brief will be to inform Londoners that LBC is now on FM and to attract a younger audience. The station targets the over-35s, but Chrysalis chief executive Phil Riley has stated that it must adapt to suit FM, which has a younger listener-profile.

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