Magazine article Marketing

Capital Won't Hire Agency

Magazine article Marketing

Capital Won't Hire Agency

Article excerpt

Capital Radio will not hire another full-service agency to run its advertising following the termination of its relationship with Abbott Mead Vickers BBDO (Marketing, May 18).

Vijay Solanki, marketing director at Capital Radio, said: "We are now talking about a whole new way of advertising. We may talk to smaller, committed advertising agencies on a project basis and we'll bring in creative directors on a consultancy basis, but we don't intend to move to a full-service agency again."

Capital worked with AMV BBDO for two years, producing successful campaigns for Chris Tarrant's Breakfast Show on Capital 95.8 FM and for Tony Blackburn on Capital Gold.

However, Solanki said that the company increasingly found difficulties in working with a large ad agency, due to the specific nature of marketing radio brands. "Radio brands have an expertise -- they make sound. So the creative process has to be collaborative and big agencies find that hard. It's an inherent issue with big agencies. …

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