Mediaedge:cia has won the publisher's centralised UK planning and buying account across its range of titles, after a shoot-out against one other undisclosed agency.
The agency has handled the media buying for Red, the only Hachette title to have spent above the line, over the past year. Media planning was previously with Unity Three.
Separately, Fallon has been hired without a pitch to the creative account for Hachette's recently relaunched title Inside Soap.
Mediaedge:cia will work initially with Fallon to help drive sales of the weekly title. But it will also provide the planning and buying strategy for other titles in the publisher's stable, including Elle, B, Sugar, TV Hits and All About Soap.
Inside Soap has not advertised in the past three years, but is now looking to boost its profile through a television campaign, to be created by Fallon.
It remains the best-selling soap title despite seeing a 19% drop in circulation for the last quarter of the year.
According to the latest Audit Bureau of Circulations figures, its readership dipped to 200,582, which represents a 15.5% drop year on year.
Simon Bell, the marketing director at Hachette Filipacchi, said: "This is an exciting opportunity for us to advertise one of our most well-known and competitive titles."
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