The publisher, which plans to spend £3m on advertising to support Maxim, hired the agency after a five-way pitch. The selection of Point Blank follows the appointment of Naked Communications in January to develop a communications strategy for Maxim.
Andy Semple, group publishing director for the consumer division of Dennis, said: "It was extremely refreshing to see the pitch work from Point Blank -- they had clearly grasped the brief and, more importantly, completely understood the Maxim brand. My only regrets are that our obvious enthusiasm for their work during the pitch bumped the price up, and that much of their original pitch work is sadly unpublishable in civilised society."
Dennis is attempting to attract more readers in their late 20s for Maxim, while maintaining its current circulation of 250,000.
The publisher recently bought I Feel Good, the James Brown-led home of Jack, Viz and Fortean Times, in a deal that valued IFG at £5.1m.
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