NEWS: Liberty hands pounds 1m relaunch of Punch to Leagas Delaney

Leagas Delaney has picked up the pounds 1 million revamp of Liberty Publishing’s Punch magazine.

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

this year.



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

next week.



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.



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