DMG switches media from Mediacom to UM

DMG Radio – which includes Nova and Classic Rock – has switched media agencies from Mediacom to Universal McCann in one of the first moves by new marketing director Tony Thomas.

He said: “As DMG Radio evolves and looks towards our next exciting phase of growth, I am looking for agency partners that can bring fresh thinking and commitment to our marketing needs. Universal McCann delivers that plus a shared excitement of our future opportunity.

“I would like to thank Mediacom for all their hard work on our business over the past ten years. They have played an integral part in launching and building our stations to be the strong brands they are today.”

A spokesman told Mumbrella that the move is not connected with Mediacom strategy boss Mat Baxter’s move to Universal McCann.

Baxter, managing partner at Naked Communications before his Mediacom stint, was a driving force in the creation of Photon Group’s short-lived social media agency The Population, which was spun out of Naked and headed by Thomas.

There was no formal pitch.

UM will be responsible for the creative development, placement and execution of media campaigns across all DMG’s radio brands. As well as Nova and Classic Rock, the network also owns FIVEaa Adelaide and Star 104.5 on the Central Coast as well as digital stations Novanation and Koffee.


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