H Bauer's sales house, the Publishing Consultancy, has poached Hello! magazine's advertising director, Loretta Williamson, to oversee the launch of the women's fortnightly glossy, codenamed Project Helena.
Williamson, who has been with Hello! for more than a decade, will take over as the Publishing Consultancy's group sales director at the start of March, a month before Project Helena is due to launch on 2 April.
Her initial focus will be on the new title, which aims to be faster-paced and more current affairs-oriented than other glossy magazines in the sector.
Mustoe Merriman Herring Levy and Starcom Motive have been appointed to handle the launch. A pounds 10 million marketing budget has been earmarked to back Project Helena as it competes for attention with InStyle and Glamour, which will also launch in the spring.
The Publishing Consultancy's managing director, Simon Young, said that Williamson's role would later expand to include responsibility for Bauer's entire portfolio. 'Bauer has expanded so we needed to expand our management quota,' he said. 'We needed a very senior person to reflect our commitment to the title, and Loretta has a very good reputation. This sends out a message to the advertising community that we are serious about getting to grips with operating in a different market.'
Williamson began her career at Business Traveller magazine before moving to Telegraph Newspapers as a sales executive in 1986. She switched to Hello! in 1989, becoming advertising manager in 1993 and advertising director last year.