Capital Radio’s stations in London will have a new marketing and communications structure, and a new regional structure will be created to oversee marketing for its 12 radio stations outside London.
Andria Vidler, Managing Director of Capital Radio London, announced that a yet-to-be appointed Brands Communications Director will be responsible for creating and implementing the new brand marketing and communications strategy in London.
Andria Vidler commented: Recent RAJAR figures, which show encouraging uplifts in both reach and share for 95.8 Capital FM and Capital Gold, confirm that the process of reinvigorating the brands through new marketing and programming initiatives is already starting to make an impact. We must now build on this success by creating clear brand identities for both stations through an integrated marketing and communications strategy which reconfirms our presence in London and which maximises station appeal for audiences.
The new regional structure will see the launch of a marketing unit. The unit will be headed by David Andrews, currently Managing Director for Century 105.4 FM, who will step into the newly created role of Regional Marketing Director.
The marketing unit will be tasked with raising the profile of each station in their respective markets, developing strategic marketing plans, research, analysis and brand management. A creative services division will be put in operation to ensure consistency of all print production, design work and media buying across the group.
David Andrews commented: This is an exciting development for the Capital Group. It will enable the regional stations to better understand their markets and listeners and raise the whole profile of the stations within their markets. The decision to create a Marketing Services Unit clearly demonstrates the importance Capital Radio places on ensuring we deliver what our listeners want, and reinforces our position as the UK’s leading radio group.
