Agency: The Leith Agency, Feather Brooksbank | Authors: Gavin Macdonald |
Scottish Awards 2001
Beat 106
'Making Waves' The launch of Beat 106
Summary
The Big Beat consortium won the fiercely contested regional radio license for Central Scotland with a commitment to providing 'alternative rock and dance music', and in November 1999,Beat 106 was born. The task in the first few months was to generate trial. Leith Agency research helped us arrive at a strategy for reaching the crucial young adult audience with relevant communication.
Since young adults were not always in agreement as to what they wanted...