Hurrell and Dawson lands IPC web task

IPC Connect has appointed Hurrell and Dawson to handle advertising for the launch of its new women's website, goodtoknow.co.uk.

The agency, which has developed advertising for the IPC women's weeklies Pick Me Up and Look, won the brief following a competitive pitch against undisclosed agencies.

It will create a range of online and offline activity to support goodtoknow.co.uk, which is IPC's first major standalone website launch.

Goodtoknow.co.uk is in the beta stage of its launch, and offers content channels including health, diet and food in a bid to create an online community for "mainstream women". The launch follows research from IPC that showed its target audience of 8.5 million women were looking for help, support and advice from the websites they use.

Shaun McIlrath, the creative director at Hurrell and Dawson, said: "This is a site that people will find genuinely useful from day one. It's a fantastic, forward-thinking project, and we are delighted to be involved."