The Leith London has recorded its first account win after winning in a four-way pitch for the task of reinvigorating the women's lifestyle magazine Marie Claire.
The Leith, founded last September by John Messum, Jeremy Pyne and Paul Silburn, becomes Marie Claire's first advertising agency since its launch 12 years ago. It beat three unnamed agencies in a shootout called by the magazine's publisher, IPC Southbank.
The pitch was called in December following the arrival of Southbank's new strategic marketing director, Helen Farquhar, who will continue to seek agencies for the division's other high-profile magazine brands such as Nova and Woman's Journal.
The account is expected to be worth approximately pounds 3 million, although a media schedule has yet to be finalised. Media planning and buying will be handled by Southbank's incumbent agency, MediaCom.
'I feel very strongly about supporting brands with above-the-line advertising,' Farquhar said. 'I'm delighted with the appointment, which will be the first time IPC has worked with the Leith. It was definitely the clear winner of the pitch.'
The Leith will be tasked with reversing a decline in Marie Claire's fortunes that is expected to see the magazine suffer a circulation drop in today's ABC results. 'The first task is to recultivate Marie Claire's 'did you see' factor and to make it a fuel for great conversations,' Farquhar said. 'The perception is that the magazine is very worthy and we need to remind people that there is a lot more to it without moving away from our core values of a glossy with brains.'