CLIENT OF THE WEEK: Emap’s evangelist holds forth - Simon Gulliford is right to be confident about Heat’s future, Claire Cozens says

Talking to marketing men about their latest ventures can sometimes be like listening to one of those pre-election speeches by Tony Blair - the word ’new’ seems to pop up in every sentence.

Talking to marketing men about their latest ventures can sometimes

be like listening to one of those pre-election speeches by Tony Blair -

the word ’new’ seems to pop up in every sentence.



Speaking to Simon Gulliford, the marketing development manager for Emap

Metro, is no exception. But as the man responsible for marketing Heat,

Emap’s new weekly entertainment title and its biggest consumer magazine

launch to date, Gulliford’s overuse of the word is forgivable.



While many ’new’ magazine launches turn out to be re-hashed versions of

existing publications, Heat looks like the genuine article. And if the

launch campaign, created by Bartle Bogle Hegarty, is anything to go by

(Campaign, last week), we can expect Heat to be as different as

Gulliford claims.



A 60-second spot, due to break on 29 January, uses a weird, off-the-wall

idea not normally associated with magazine advertising.



A young woman relaxes in a bath, a man flinches from the rain, and

another man prepares to have his hair cut - all against a background of

white noise. As each picks up a copy of Heat, music breaks out and they

are engulfed in flames. The endline runs, ’where there’s smoke’, and the

theme will be used in radio, poster and print ads as well as at point of

sale.



’The conventional approach to magazine ads is just to say, ’let us tell

you about the content’. We wanted to make a definite emotional

connection with people,’ says Gulliford, who has a long-standing

relationship with Emap but has only recently started working for the

publisher full-time.



Gulliford set up a marketing consultancy six years ago after an eclectic

career that took in stints as a lawyer, a photocopier salesman and, most

recently, an academic.



Since then, he has worked with a number of major clients including Sears

and Boots. He acted as what he calls an ’arm’s-length consultant’ on

Red, Emap’s last major consumer magazine launch, and has been involved

with Heat for more than a year.



’It has been a serious proposition for about two years now,’ Gulliford

says. ’But our view was that we needed to spend some time getting it

right - this isn’t about catching a trend, it’s about filling a real gap

in the market.’



The magazine launches on 2 February and will be a glossy,

celebrity-based title aimed at twenty- and thirtysomethings, with a

cover price of about pounds 1. The total cost of launching Heat has been

put at about pounds 5 million.



The editorial team, which has produced dummy issues for the past three

months, includes the editor, Mark Frith, who has worked on Smash Hits

and Sky magazine. Charles Gant from The Face will cover film, Q’s Martin

Aston will be music editor and David Spedding from Sky will be TV

editor.



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