DMG turns to ‘advertising genius’ Ted Horton for smoothfm launch

smooth fm logoDMG Radio has called in Ted Horton to lead the marketing of its new radio network smoothfm.

Group marketing director Tony Thomas told Mumbrella the decision came on the back of working with Horton during his stint at the Coles marketing team. Thomas and Horton – boss of agency Big Red – worked together on the Curtis Stone-fronted Feed Your Family for $10 promotion.

Thomas was head of advertising and media at Coles in a contract role during 2010. As well as Coles, Horton also handles advertising for Jetstar, some of Target and Westpac.

The launch of the easy listening format in Sydney and Melbourne was revealed last week. It replaces the short lived Classic Rock, which in turn replaced Vega.

Speaking in a video interview with Mumbrella editor Tim Burrowes, Thomas said: “I’ve had a good relationship with Ted over the years, I worked with him at Coles.

“I absolutely admire and respect the guy. I think he’s an advertising genius and I’m really excited he’s a part of this.”

UM is handling media planning for the launch.

Group programming director Paul Jackson – who like Thomas joined the network after the failed Classic Rock launch said: “It’s a year hence since we took the decision to go into neutral and review our position. From late last year we started to evolve into what we’re doing now.

“There’s a clear definitive gap in the market and that’s what we’re looking to exploit.”

Thomas added: “Of course we’re not happy with the success of Classic Rock. There wasn’t enough clean air and we didn’t invest in the station enough. The potential ratings upside wasn’t there. That’s why we’ve made the decision to relaunch it.”


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