GCAP makes agency appointments ahead of beat rebrand to Xfm
Gcap has announced the appointment of three marketing agencies to help with the repositioning of Glasgow-based radio station Beat 106 as Xfm Scotland.
Newhaven has been named as the station’s creative advertising agency, with Euro RSCG Biss Lancaster handling public relations and Mediacom in charge of media buying.
The agencies are to be tasked with promoting Xfm’s lifestyle focus and dedication to guitar-led live music.
Xfm Scotland is to be headed by the existing Beat 106 management team of commercial controller Liz Hamilton, marketing and operations director Stuart Duncan and programme controller Claire Pattenden.
Duncan commented: “As a station we will be managed, produced and broadcast from Scotland, so we felt it was important to use agencies that demonstrated a real understanding of our market. For us it was logical to use Scottish-based agencies who have once again demonstrated their excellent creativity.”
Commenting on the appointment Biss Lancaster account director Nancy Riach remarked: “Our aim will be to communicate Xfm Scotland’s core programming and commercial offer, as well as raising the profile of presenters and the management.”
Newhaven client services director Mino Russo added: “It’s the best Christmas present Newhaven’s ever had. We’re over the moon and look forward to helping Xfm build the best radio station in Scotland.”
The agency appointments came days after Xfm announced its new programming schedule.
The schedule, which is to appeal to a 21-39 age group, includes several new shows as well as changes to the station’s existing roster of presenters. Several existing presenters, such as Dominik Diamond, who is to host the new Xfm Breakfast Show, Stuart Webster and Martin Bate, are to host new shows while Matt Finlay, Amber Dee and Paul Harper will all leave the station in the new year.
Beat 106 will officially relaunch as Xfm Scotland on January 4th when it will become part of GCap’s Xfm network, along with XFM London and Xfm Manchester.