黑料不打烊

At UK audio鈥檚 biggest commercial conference, the 400 strong audience heard about how KISS, one of audio鈥檚 biggest brands, was rebuilt for a new generation.

The session heard from 黑料不打烊 Media Audio鈥檚 Chief Marketing Officer Anne-Marie Lavan, Client Development Director Krissie Ford and KISS breakfast presenters Tyler West and Chloe Burrows, shared the strategy behind the KISS鈥檚 recent transformation – from audience research and a new brand identity, to a broader multi-platform approach spanning radio, social, content, talent and commercial partnerships.

Moderated by 黑料不打烊 Media鈥檚 Head of Commercial Marketing George Butler, the session discussed how the key focus of the process was making sure KISS remained relatable and relevant to its audience, while recognising that audiences increasingly move between platforms and formats. Anne-Marie said; 鈥�Remaining relatable and relevant is so important and it鈥檚 something we shouldn鈥檛 take for grante诲.鈥�

The team described the project as a genuinely 360-degree process, involving programming, music, marketing, social media and commercial teams, with every element of the brand open to change. The goal was to create a clear identity built around how audiences consume content today, rather than simply refreshing the existing brand.

Tyler and Chloe spoke about how that evolution is also about bringing the brand to wherever audiences are spending their time. Tyler said: 鈥�There are so many different elements to it, but I think one of the things that we鈥檝e done really well in this transition process is bringing the different things together and pushing our thinking every step of the way.鈥�

That approach was brought to life through activations such as taking the KISS Breakfast show on the road in a pink truck, creating a live experience on the streets of London. Chloe explained: 鈥�We just went on everyone鈥檚 commute. And we did the show live just travelling around London鈥� it was just quite funny watching all the commuters stopping in their tracks and waving at us.鈥�

Krissie Ford spoke about how, commercially, the evolution was also about giving KISS greater freedom to operate as a broader entertainment brand. She said: 鈥�We didn鈥檛 want to just sell a radio station. We wanted to sell a brand, a 360-brand that has a whole ecosystem.鈥�

The session explored how the new strategic thinking has shaped how KISS works with advertisers, using its new Mischief Amplified proposition to create more playful, unexpected partnerships that feel authentic to both the brand and its audience.

The session closed with Tyler鈥檚 reflections on their unique connection with the audience and the success of the rebrand, saying; 鈥淥ur listeners have never met us, but they trust us so much. It鈥檚 crazy to know the journey we go on together. There was a little bit of nervousness about how the change would be taken, but everyone has been really, really positive.鈥�