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Carphone Warehouse, the UK's biggest radio advertiser, has

reappointed specialist radio creative agency Radioville to handle its

pounds 8m radio advertising account following a competitive pitch.

Tristia Clarke, head of communications, said the pitch was part of an

annual review process, but Radioville's work came out far ahead.

Clarke confirmed that Radioville is now set to work with new agency

Clemmow Hornby, which recently picked up the Carphone Warehouse

television account. Previously, television was with TBWA.

Radioville managing director Adrian Reith said: "We are delighted to

have been re-appointed by Carphone Warehouse. In terms of building a

brand on radio, it wrote the book. It truly understands what the medium

is capable of and, just as importantly, what it isn't capable of. Its

enthusiasm for radio is indefatigable and I know that's what it admires

in us too."

Carphone Warehouse has launched a new national campaign of 11 radio

commercials through Radioville in the past fortnight. The campaign

features a variety of deals the Carphone Warehouse offers the

customer.

New TV work from Clemmow Hornby will break in September. Carphone

Warehouse media continues to be bought through Matters Media.

Carphone Warehouse came top in Marketing's Radiowatch radio recall table

in 2000 and is continuing its strong radio recall this year.