Leagas Delaney reveals new-style Punch

Liberty Publishing’s revamp of Punch this week repositions the magazine as a young men’s title with a new through-the-line advertising campaign by Leagas Delaney and Maverick.

Liberty Publishing’s revamp of Punch this week repositions the

magazine as a young men’s title with a new through-the-line advertising

campaign by Leagas Delaney and Maverick.



The new-look Punch, under the editorship of Paul Spike, will be targeted

at upmarket 25- to 35-year-old men, a positioning described as ’Private

Eye meets Loaded’.



Leagas Delaney, which created the launch campaign for the title last

year, devised the first press ads promoting this week’s cover story

about a druglord worth pounds 8 billion. One execution reads: ’Mexican

druglord Amado Carillo makes twice as much money as BT. And offers

infinitely more lines.’ The second says: ’The Mexican economy depends on

Amado Carillo. So they forgive him little indiscretions like murder,

bribery and cocaine trafficking.’



They were written by Sean Doyle, art directed by Dave Dye, with media

planning and buying through New PHD.



A series of stunts and flyposters created by Maverick, a fledgling

advertising agency based in Berkeley Square, will support the

above-the-line push.



A roadshow will travel around key areas of London, at which a giant

inflatable image of the Punch character will be exploded, to signal its

disappearance from the magazine’s masthead.



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