XM Seeks Less Noise, More Subscriptions

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

It launched with much hype and a hefty ad budget, but XM Satellite Radio now wants less hoopla and more sign-ups. That means whichever agency wins the subscription satellite-radio service’s review will be asked to create retail-focused ads to drive subscriptions, sources said.

XM launched a creative and media search earlier this month, following its decision late last year to end its relationship with TBWA\Chiat\Day, which helped launch the service in 2001. The client would not disclose billings, but its adspend dropped from $100 million in 2001 to just under $60 million last year, according to CMR.

TBWA\C\D’s work included ads that featured musical stars such as David Bowie, Snoop Dogg and B.B.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in