Magic Radio

Sometimes repositioning a brand is tougher than a complete change, but we’re delighted with our new set of work work for Magic Radio, which set out to turn heads without scaring listeners away.

Asked by Bauer Media to help shift perception of their most established, mainstream radio brand without radically changing it, we embarked on a very careful makeover of Magic Radio. In the 8 years since we last updated the brand, Magic’s audience had moved on a decade – and got younger. Focusing on a core audience of 35-50yr-old mainly suburban / metropolitan women, we realised that Magic needed to up its game, style-wise. All our research and creative enquiry pointed towards giving the brand a much-needed boost of self-confidence, to stand a chance of becoming a clear brand choice for such empowered, independently minded listeners.

Working closely with Bauer’s marketing team and their independent media buyers, we developed a sharp, clean, new set of work idea, inspired by the new positioning line we’d developed; ‘it’s glow time’.