Dolphin beats three to take Q magazine to wider readership

Emap Metro has appointed Dolphin to create a pounds 1 million campaign for Q magazine, following a four-way pitch for the account.

Emap Metro has appointed Dolphin to create a pounds 1 million

campaign for Q magazine, following a four-way pitch for the account.



Dolphin beat Cowan Kemsley Taylor, Branded and BDS to win the

business.



An autumn campaign will run on press, posters, and possibly radio, with

media buying by Universal McCann.



Andy Semple, the marketing manager for Emap Metro, said: ’Q was launched

more than ten years ago and it’s time to recruit a fresh generation to

the magazine. There may be people out there who have grown out of

reading Smash Hits but who have not yet transferred to Q.’



Advertising for Q has been created in-house until now. The magazine,

which is aimed at 20- to 35-year-old men, was founded in 1986, and

precipitated the formation of Emap’s Metro division, which includes

titles such as Smash Hits, Looks and J17.



Dolphin hired the London Astoria for the pitch and employed a Liam

Gallagher lookalike to take the Q clients to the venue.



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