Nova has restructured its senior management team, moving COO Lou Higgins to Melbourne as it looks to bolster its national profile.
Higgins will retain her role, but as part of the shift to Melbourne will take on the management of the company’s two Melbourne radio stations, Nova 100 and smoothfm 91.5. The reshuffle means that Melbourne GM Helen Davies will leave the company.
Speaking to AdNews, Higgins said the shift would allow it to boost its national profile, giving it an advantage in the competitive radio market.
“Our CEO Cathy and I came to the decision over the course of the year that having us in two separate cities really gives us an increased national profile, as opposed to both being in Sydney,” Higgins said.
“This was about how in 2015 do we consider ourselves structurally for even more growth? So, by just moving the role, it just makes us that much more nationally dominant in being able to get it out, know our audience, know our clients. You want a strong national brand, but you want even stronger local presence and profile.”
The radio market is set to heat up in both Melbourne and Sydney next year. In Melbourne Australian Radio Network (ARN) has bolstered its offering, rebranding its Mix station to Kiis and putting Matt Tilley and Jane Hall in its breakfast position. In Sydney, Southern Cross Austereo (SCA) has new breakfast and drive teams, with Hamish and Andy being added to the roster midway through 2015.
Higgins said Sydney and Melbourne make up a dominant proportion of the radio market, making them the key markets Nova is eyeing off for growth.
She also said that Nova's national presence will give it a competitive advantage, adding that other networks trying to create Australia-wide brands were “playing catch-up”.
“We've had wonderful number one brands in Brisbane, Perth and Adelaide for a very long time, so when it comes to this company’s growth really owning Sydney and Melbourne is absolutely key,” Higgins said.
For more news:
ARN rebrands Brisbane and Adelaide to Kiis
Nova to better bridge content and ads
Nova launches world-first interactive gaming ads
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