Capital Radio sets new commercial brief for Propeller

Capital Radio has hired Propeller Communications to handle a newly created brief to promote the group among advertisers.

This is the first hire of a retained agency for the group’s commercial division, which handles the advertising side.

The agency team, headed by director Martin Loat, reports to head of commercial marketing Juliette Browse.

Loat said the brief would avoid focusing on the group’s best-known brand – Capital 95.8 FM – but promote the complete portfolio, including Xfm, Gold and Century.

Browse said: ‘We’ve grown as a company and felt we needed to bring in some expertise in this area.’

One of the agency’s first tasks will be to assist on handling PR surrounding the latest Rajar figures.

However Browse added: ‘I don’t want to go into more detail as we don’t want to alert our competitors.’

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