NatMags awards all-in media role to Initiative

Initiative Media has scooped the centralised media planning and buying account for the National Magazine Company.

Initiative Media has scooped the centralised media planning and

buying account for the National Magazine Company.

Initiative won the account following a three-way shoot-out against

Universal McCann and Mediapolis. Although the advertising spend for the

glossy magazine publisher has in the past been relatively modest, the

company is keen to increase its marketing presence in the crowded and

aggressive magazine market.

Initiative will work on improving sales for NatMags’ biggest event, the

Cosmopolitan Show, which will take place in May, as well as working on

existing NatMags brands such as Good Housekeeping and Harpers &


The media agency will also be responsible for planning and buying the

media on two secret projects, one of which is likely to be launched

before Christmas, and the other going public in the first quarter of

next year.

Duncan Edwards, the deputy managing director of NatMags, said: ’All of

the media agencies that pitched did an excellent job in different ways,

but Initiative came at the issues facing us and what we wanted to

achieve with a really creative approach.’

Referring to the decision to centralise media, which in the past has

been done on an ad hoc basis, Edwards said: ’We are spending increasing

amounts on consumer marketing in particular and have reached a point

when it is sensible to get professional help when spending that amount

of money. We thought we would get better value out of an organisation

that knew us well.’

Initiative will help advise NatMags on who should provide creative work,

but the publishing company is not likely to appoint an overall creative

agency to work on the centralised account, preferring to continue with

project-based assignments for creative.

Roy Jeans, the managing director of Initiative Media, said: ’Culturally

we are very similar companies and we consider our appointment a

testament to our expertise in this particular area.’


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