Classic FM, the GWR-owned commercial radio station, may make its advertising debut on television, after appointing the station’s first dedicated brand marketer.
Giles Pearman, who formerly worked for Unilever, has been given the task of building consumer awareness of the station as the age of digital radio approaches. He will report to Classic FM managing director and programme controller Roger Lewis.
Pearman will seek to build on rising audience figures and has been given authority to use through-the-line advertising.
A spokeswoman says: “The market is about to open up with digital radio and it is a case of building on the success of the brand and keeping ahead of the pack.”
Classic FM’s parent company GWR is itself launching seven digital stations in the autumn as a result of its joint ownership of digital radio consortium Digital One.