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Xfm hires Mother for audience drive.(Brief Article)
The youth radio brand Xfm has hired Mother to its creative advertising account, as it looks to achieve a national reach of one million listeners.
According to the latest Rajar figures, the audience of the Capital Radio-owned station, which broadcasts in London and on national digital radio, is hovering below the 700,000 mark.
It will be the first time Capital has backed a national campaign for the brand, following an announcement at the end of last year that Capital would inject pounds 1.5 million into the Xfm and Choice FM brands.
The incumbent, Quiet Storm, declined to pitch, leaving Mother and Leo Burnett to battle it out head-to-head .
Xfm's head of marketing, Charlotte ...
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