GMG's six-strong Smooth Radio network will be promoted by communications agency Dye Holloway Murray after a four-way battle between creative heavyweights. DHM will proceed to create a major marketing campaign for the stations later this year.
The three other agencies involved in the pitch, reportedly worth one and a half million pounds, were Clear Marketing Communications, Hooper Galton and Mustoes.
The pitch was handled by the AAR and overseen by GMG Radio group commercial director Stuart Taylor and group marketing manager Helen Dickinson. Stuart Taylor said: "The standard of creative ideas was very high but Dye Holloway Murray’s idea we felt most accurately captured the spirit of Smooth Radio. The key ambition this year is to build awareness and drive trial and we are extremely excited about the launch of Smooth’s new campaign."
Clear Marketing will continue to manage the creative accounts for Real and Century Radio and GMG Radio’s corporate brand.