DFGW takes over Red after three-way pitch

DFGW has won the account for Hachette Filipacchi UK's women's title Red after a three-way pitch against two undisclosed agencies.

Hachette is set to brief DFGW to help the five-year- old title increase its readership. The win is not thought to include the Elle account at present, although this could be revisited if work on the Red business is successful.

This is the French publisher's first creative agency appointment since setting up in the UK last year after its £40 million acquisition of Attic Futura. The publisher subsequently pulled out of a joint venture with Emap, which saw Emap lose control of both Elle and Red.

The media strategy for the title will be handled by Unity, which already works on Hachette's portfolio of magazines. It previously handled Red's launch campaign, with Rainey Kelley Campbell Roalfe/Y&R.

Red's circulation rose by 4.7 per cent period on period and 10.5 per cent year on year, according to the latest Audit Bureau of Circulation figures, giving a monthly circulation of 192,005.

DFGW, Unity and Hachette Filipacchi were unavailable for comment as Campaign went to press.


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