They're referring to Wild as "Mild 96.3" and "Mild Wake-Up Show"... gotta give it to them, it's creative.
How is that creative? It doesn't take a genius to come up with that. My five year old nephew could create that campaign.
Wild can tighten up which is always the case for any station. Knowing the staff, this will only make them to get better. I know I'll be pulling for then.