Harlequin, the Canadian publisher best known for its Mills & Boon
books, has picked Davies Little Cowley Fiddes to drive sales across
The pounds 4 million assignment will allow the agency to extend the
advertising it developed for Mills & Boon in the UK, which features a
woman reading a book while taking a bath and the line, ’Makes any time
Davies Little won the pan-European task after a pitch in Milan in
February against Ogilvy & Mather - which handles Harlequin in the US -
and J. Walter Thompson.
Frontline Media, which runs media buying for Mills & Boon in the UK,
will co-ordinate media arrangements for the new advertising - which will
begin in June in 14 European countries, including Harlequin’s key
markets of Germany, France and Italy.
Guy Hallowes, Harlequin’s executive vice-president for overseas, cited
Davies Little’s ability to ’develop ideas that work in a variety of
marketing communications and languages’ as the reason for the company’s
The new appointment ends the existing arrangement under which European
advertising was handled on a country-by-country basis.
The agency’s brief is to devise a through-the-line campaign, designed
not only to win new readers but persuade retailers to stock many of the
50-plus Harlequin titles published each month.
Davies Little, which won the Mills & Boon UK account in September 1997,
took the brand on to TV for the first time with a ten-second spot last
Don Cowley, the agency’s joint chief executive, said: ’The advantage of
running the advertising across Europe is that we can put more money into
quality TV production.’