DHM picks up Elle advertising brief

Elle, the women's magazine owned by Hachette Filipacchi, has appointed DHM London to handle its advertising account.

The agency won the business after a competitive pitch overseen by Reid Holland, the Hachette Filipacchi marketing director.

DHM will be responsible for encouraging occasional, lapsed or non-readers of Elle to reappraise their perception of the magazine.

Elle, which previously handled its advertising in-house, last advertised in September to support its 25th anniversary issue.

DHM's strategy is to leverage the relationships that the magazine has with celebrities. A new campaign, "wear it your way", is set to launch and will feature behind-the-scenes footage of Elle cover-shoots with Cheryl Cole, Kate Hudson and Alexa Chung.

Goodstuff Communications will handle comms planning for the campaign, which will be supported by outdoor and online activity.

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