Fallon McElligott secures Loaded relaunch task

Fallon McElligott has beaten Duckworth Finn Grubb Waters in a head-to-head pitch to become the first creative agency for Loaded.

Fallon McElligott has beaten Duckworth Finn Grubb Waters in a

head-to-head pitch to become the first creative agency for Loaded.



An advertising campaign scheduled for April will effectively relaunch

the magazine and update its image, which is still in the ’new lad’ style

it pioneered in the early 90s.



Michael Wall, a partner at Fallons, said: ’Loaded is doing well and it

is as good as it always was but it is hindered by anachronistic

perception. Our job is to get people to reappraise the brand.’



Andy McDuff, managing director of music and sport at IPC, said the

advertising would ’reaffirm the originality, sparkle and compelling

humour of the brand’.



Duckworth Finn picked up the creative business for IPC’s music titles,

NME and Melody Maker, last week. IPC announced in November that it was

looking for a creative agency to work on all three titles and invited

Fallons and Duckworth Finn to pitch against Delaney Fletcher Bozell, the

incumbent on IPC’s TV Times account.



McDuff added: ’We didn’t set out to appoint two agencies to work across

the three titles. But when we went to Fallons we were very impressed

with its understanding of Loaded. Fallons is young and dynamic and I’d

like to think its approach and background is what Loaded is about. And

Duckworth Finn really got to the heart of NME and Melody Maker.’



Wall added: ’The advertising should feel like it comes from Loaded’s

editorial department.’



IPC is to launch at least one men’s title next year, McDuff said. The

music and sports division is looking at launching a men’s lifestyle

title, targeting FHM readers, as revealed in Campaign (20 February).

McDuff said: ’There’s a more than even chance we will bring something

out in the first six months of next year in the mainstream men’s

market.’



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