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.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I love spin “They have played an integral part in launching and building our stations to be the strong brands they are today.”
Nova rates second to the Today Network in EVERY capital city.
Classic Rock does not rate. It is largely irrelevent.
Hopefully this change is a sign that DMG are once again on the cusp of competing.
This would be good for everyone who listens to FM radio in Australia’s capital cities.
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DMGs new slogan “On the cusp of competing”
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(edited under Mumbrella’s comment moderation policy) Maybe nova will now do as well as the population
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Peter – another idea for DMG’s new slogan could be “the bandaids that hold us together”
I would never have thought DMG would be into informal contracting by back room deals!
[insert sarcastic snort here]
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UM are a great business. smart move if you ask me
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Well done UM. Kicking Ass.
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@Jack
I noticed your comment about Tony was “moderated”. You’re a clown – Tony is one of the best marketers in the country and UM is one of the best agencies.
What have you done lately?
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Well done UM. Fantastic agency.
Looking forward to seeing how the change impacts DMG’s comms strategy
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dare I say; UM are more aligned with the Nova brand than Mediacom! (I think that says what I was really trying to say in a more polite way) 😛
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Has to be a good move, those responsible for Nova’s last few campaigns should be given the boot. Appalling. Nearly as bad as Vega/Classic Rock, could the same people who have no idea how to market be managing both??
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