GMG Radio hands all ad duties to incumbent agency

by Daniel Farey-Jones, Brand Republic 14-Feb-07, 11:00

LONDON - GMG Radio has handed the advertising accounts for its newly acquired Century FM and Saga radio brands to its incumbent agency Clear Marketing Communications.

Manchester-based Clear has worked for GMG Radio for four years and helped to establish its Real Radio and Smooth FM brands.

GMG made the decision after holding discussions with a number of agencies.

It has already revealed that it will rebrand its three Saga stations as Smooth stations, giving it a portfolio of five regional stations, which will grow to six this year.

Saga Radio won the licence to launch a new station in the North East before its sale to GMG. The station will launch in the autumn as a Smooth station.

Clear's main task is to create a new national brand for Smooth, but it will also work on revitalising the Real Radio and Century FM brands.

Geraldine Reilly, director of Clear, said: "Nothing is more satisfying than growing a client organically because it's testament to the fantastic work that we are already doing."