Agency: Adam & Eve
By Ian Darby, campaignlive.co.uk, Friday, 10 September 2004 12:00AM
Advertising will appear across four IPC publishing divisions, an example of the co-operation possible between the various divisions of Time Warner following its acquisition of IPC.
The main part of the deal will involve an eight-page editorial in IPC Connect's Now that highlights celebrity cosmetic surgery horrors. Within this, a two-page advertorial will appear. It takes the form of a spoof ad for McNamara-Troy, the cosmetic surgery practice featured in Nip/Tuck.
The DVD release will also be backed by advertorial in IPC tx's TV & Satellite Week and the IPC ignite! magazine Uncut, which both highlight the best new CD launches.
In addition, the classified section of IPC SouthBank's Marie Claire will feature a spoof plastic surgery promotion encouraging readers to buy the Nip/Tuck DVD before they consider surgery.
The promotion will launch in Now and TV & Satellite Week's 13 September issues. The Marie Claire and Uncut promotions will run in their October issues.
Antony Marcou, IPC Advertising's corporate business development manager, said: "By creating a bespoke editorial section, we have created a genuine editorial environment that otherwise would not exist."
This article was first published on campaignlive.co.uk