Bauer Media’s Place Portfolio is to receive a single identity across all stations, with a new sonic logo created by Wise Buddah Jingles.
The new station sound starts on Monday 17th Feb, along with a new strapline: Your Music, Your Life and marks the end of sung jingles for most of the stations in the portfolio. The strapline will also appear on station logos on marketing and websites. Wise Buddah won the contract after a four-way pitch last year.
Owen Ryan, the Place Portfolio’s North of England and Scotland Group Content Director, led the production and imagery for the project; whilst Catherine Gort, Marketing Director, led from an insight and branding perspective. Chris Ward, Head of Production for Bauer Place, led the development of all the imaging with Wise Buddah and his in-house team for all 16 stations.
These include Top of Hours, Power Intros, Sweepers, Out of Breaks as well as a brand new set of News and Sport imaging.
Owen Ryan said the company spent months researching the new station sound and strapline with listeners. “We know that it feels personal and relevant to them, making them feel connected to their local radio station,” he said.
“This new suite of imaging, and one shared sonic logo, has allowed us to create a contemporary, powerful and engaging sound across the whole Place Portfolio, whilst still absolutely reflecting the stations’ local identities. No other radio group has such a joined up suite of imaging and we’re very proud of the results. We’re sure the new fresh and dynamic sound will appeal to our millions of listeners across the UK.”
Mark Goodier, founder of Wise Buddah added: “Put simply, the clear focus of our brief was to create something original and different to anything else in the industry. We wanted to create a sound that would stand out, as well as excite, inspire and connect with the Place Portfolio audience wherever they were and however they were consuming the brands. We’re really proud and excited to be working with the talented Bauer team, and believe that collaboratively we’ve created something world-class.’
The stations taking the new sound are Key 103, Radio City, Rock FM, Radio Aire, Hallam FM, Viking FM, Metro Radio, TFM, CFM, Clyde 1, Forth One, West FM, Northsound 1, Tay FM, MFR and Radio Borders.