Leagas Delaney has picked up the pounds 1 million revamp of Liberty
Publishing’s Punch magazine.
The agency is also tipped to pick up the account for Liberty’s other
media property, Viva!, when the women’s radio station relaunches later
The agency will initially handle media planning and buying for Punch.
However, Liberty is also currently considering proposals from three or
four media independents with the ultimate aim of appointing one supplier
to work on both Punch and Viva!. A decision is expected by the end of
According to Liberty’s managing director, John Dux, the company is now
considering ‘one or two agencies’, including Leagas Delaney, to handle
the Viva! account.
‘I know Leagas Delaney quite well. It has an extensive background in
media and it’s a good agency,’ Dux commented.
Punch relaunches in September and a campaign will break in late summer.
According to Jerry Fielder, chairman of Leagas Delaney, it will be a
‘mainstream, aggressive and confident campaign’. All media are currently
being considered, including TV.
Fielder added that the new-look Punch would be a completely different
product. ‘It will retain many of the old values but will have real edge
and bite. I think people will be surprised by its youthfulness and zest
and we will reflect that in the advertising.’
Leagas Delaney has experience with media clients. It currently handles
the Guardian’s account and was responsible for the launch campaign of
Conde Nast’s GQ. It also has connections with Liberty Publishing’s owner
and Harrods’ chairman, Mohamed Al-Fayed, as Harrods is already a client.