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Bauer Media works with The Allotment to introduce a 'consistent identity system' across Place Portfolio brands

Bauer Media has worked with The Allotment to create a new multi-platform brands identity system for its Bauer Place local radio portfolio.

Speaking with The Drum, Paul Middlebrook, managing partner of The Allotment explained the agency had been working with Bauer over the last three months to “develop a consistent identity system across all of the Bauer radio brands based on the strategy of ‘Closer to You’.”

Spanning 17 regional radio brands and more than 43 individual radio stations, Middlebook said the main challenge with the project was to “bind together and communicate the different brands within each of the regions”.

Nick Button, marketing director for Place at Bauer Media, deemed the brief “challenging”.

“This is a multi-platform brand identity that is vibrant, cohesive and really unifies our extended Place local radio offering while maintaining what’s at the heart and soul of every single local Bauer station – their relationship with their listeners and their locations,” he said.

Having previously had separate brand identities for each of the stations, Middlebrook revealed that the new consistent look and feel would be of particular benefit to media buyers.

“Media buyers want to buy large scale audiences and within the Bauer Media Place Portfolio the audience is something like eight million so if Bauer can speak to national media buyers with one voice and offer a product that meets different needs but has a consistent proposition that’s going to be very valuable,” he explained.

The new identity will be applied from January 2015.