By JOHN TYLEE, campaignlive.co.uk, Friday, 15 February 2002 12:00PM
M&C Saatchi, facing a review of its InStyle magazine business by
IPC, is taking on the creative assignment for Cosmopolitan, one of the
title's biggest rivals.
The agency has been briefed to produce press and poster advertising to
coincide with Cosmopolitan's 30th birthday edition, which will appear
next week. Jeremy Sinclair, one of the founding partners of M&C Saatchi,
wrote Cosmopolitan's 1972 launch commercial which first set out its now
familiar offering of beauty advice, shopping and sex.
Meanwhile, IPC, InStyle's publisher, is inviting its roster agencies,
Roose & Partners, Farm and Walsh Trott Chick Smith, to battle for its
business. But it has not ruled out the possibility that M&C Saatchi,
which had handled InStyle on a project basis, might repitch.
The marketing director of IPC Southbank, Helen Farquhar, said: "As the
agency which launched the magazine we would like to invite it to repitch
provided there is no conflict with Cosmopolitan."
The future of the media assignment, handled by Mediaedge:CIA, is
uncertain. MediaCom handles all IPC's media planning and buying.
M&C Saatchi's irreverant TV campaign for InStyle, featuring a woman
smearing jam over her face and sticking her head in a bowl of cereal,
has attracted criticism since its debut a year ago.
The agency struck up a relationship with Cosmopolitan through its Talk
PR subsidiary which was already working with the magazine on its 30th
Nick Hurrell, the agency's joint chief executive, said: "The work we
have done will run into the summer and will be ongoing."
This article was first published on campaignlive.co.uk