NEWS: More! hires Rainey Kelly in TV defence against ‘Beryl’ title

Rainey Kelly Campbell Roalfe has been appointed to take Emap’s flagship young women’s title, More!, on to TV for the first time.

Rainey Kelly Campbell Roalfe has been appointed to take Emap’s flagship

young women’s title, More!, on to TV for the first time.



The campaign breaks next week, as Emap manoeuvres to buttress More!’s

positioning in preparation for the launch of ‘Project Beryl’, its new

young women’s title designed to attract More! readers as they grow up.



A series of four commercials, with an ‘easy listening’ soundtrack, all

show a month in the life of a sassy More! reader. Her busy schedule

prevents the dance music TV presenter, Normski, from getting close

enough to conduct an interview with her.



MT Rainey, the planning partner at Rainey Kelly, said: ‘It is all about

the attitude of the More! reader, who is self-possessed and doesn’t care

what anyone thinks.’



Emap’s centralised media buying agency, Universal McCann, will handle

the media, looking selectively at individual programmes, such as the

Chart Show and the Big Breakfast, rather than going by ratings.



Rainey said: ‘Advertising worked well for Just 17, and Emap is convinced

that a campaign for More! will prove just as cost-effective.’



The ad was written and art directed by Pat Holden and Gary Monaghan, and

directed by Zac Ove through TTO productions.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).