Reveal hires HMDG for summer ad blitz

The National Magazine Company has appointed Hurrell Moseley Dawson & Grimmer to handle advertising for its weekly celebrity title Reveal.

The agency took the business without a pitch and will develop a TV, press and outdoor campaign to break this summer ahead of a redesign of the magazine.

Reveal has not worked with an advertising agency since it parted company with TBWA\London in 2006. Since then, it has developed its own advertising through its in-house agency You, Me and Victor.

Last year's campaign, which coincided with the title's third birthday, featured a newsagent unsuccessfully trying to read his customer's mind.

In March, HMDG's relationship with IPC's weekly Look magazine ended, after the account was moved into Grey. Its Reveal appointment comes as the appetite for weekly celebrity magazines appears to be waning. In the last Audit Bureau of Circulation figures, Reveal posted a circulation of 326,057, down 6.1 per cent period on period and 5.6 per cent year on year.

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