Capital Radio has appointed Delaney Lund Knox Warren to handle its
pounds 4m ad business as it seeks to build its connection with Londoners
in the face of increased competition.
DLKW won the account after a three-way pitch against M&C Saatchi and
HHCL and Partners.
The selection process, which was conducted through the AAR, did not
follow traditional pitch lines. Agencies were asked to come up with
creative work for a tactical campaign and took part in discussion
workshops which looked at specific issues relating to Capital.
Capital Radio managing director Andria Vidler, who managed the pitch,
said: "All three agencies demonstrated brilliant thinking, but Delaney
was fantastic at understanding the needs of media brands. It also showed
it can help us with some of the bigger business issues as well as with
DLKW will work on marketing and communications strategy for Capital
Gold, Capital FM and genres such as sport and music, as well as the
Capital parted company with its previous full-time agency, Abbott Mead
Vickers BBDO, last August. Since then, Mustoe Merriman Herring Levy
handled the work on a project basis, until it was retained full-time by
Virgin Radio earlier this year.