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The Digital Radio Development Bureau (DRDB) has hired Mike Spencer

as its first marketing director and shortlisted four creative agencies

to develop branding for the new technology.

Spencer will report to DRDB chief executive Terry Scicluna. For the past

two years, Spencer has been carrying out consultancy work on a freelance

basis, although for 30 years before that he worked at Thorn, alongside

Scicluna for some of that time. Most recently he was brand and marketing

director on Radio Rentals, where he spearheaded the introduction of

digital television services.

Spencer said he had been looking for a position that encompassed

manufacturing, retailing and entertainment.

The DRDB has been in talks with ad agencies for the past few weeks with

a view to building a brand for digital radio (Marketing, March 29). It

has now shortlisted Barrett Cernis, Loewy, Wilson Associates and

Duckworth Finn Grubb Waters to pitch for the business.

"We need an agency that can act as a virtual marketing department and

help us from cradle to grave," said Scicluna. He said an appointment

will be made within ten days.

The DRDB has been conducting research among early-adopters of digital

technology to gauge their attitudes to the medium and help it formulate

the brand.

Digital radio stations, both commercial and BBC, agreed to send

scrolling text messages to digital radios throughout the country as part

of their own data programming, asking people to phone or e-mail the DRDB

to tell it what they think of digital radio.

"We were inundated with responses," said Scicluna. "A lot of them were

music buffs who love classical music and listen to Radio 4, but then

there were younger guys who listen to nothing but dance music. It was a

real mix. Some of them were on the phone for 40 minutes or more."