The agency has been briefed to promote the title's new positioning as a smart, weekly glossy for 30- to 40-year-old, affluent women. The campaign will include TV, radio, outdoor and print, and will break on 11 September to coincide with the relaunch.
It is the third reinvention of First, which has an ABC of 106,961, well short of the launch target of 150,000. The magazine will return to a weekly format at its relaunch.
Fiona McIntosh, the launch editor of Grazia, will head the relaunch with Jane Ennis, the former editor of Now.
David Davies, the managing director of Emap Elan, said: "We are confident that Team Saatchi will reposition First as a new kind of magazine."
The agency also handles advertising for Emap's Closer.