Emap appoints NMI for £8m Zoo Weekly launch task

LONDON - Emap Consumer Media has appointed advertising agency NMI to handle the £8m advertising campaign for the launch of men's title Zoo Weekly.

The publisher goes head to head this month with IPC Media, which is launching its Nuts magazine. IPC appointed Abbott Media Vickers BBDO and Walker Media to handle advertising and media for its launch.

NMI is creating a campaign that will form part of a total £10m package of marketing support for Zoo Weekly.

Ads will run on TV and radio. NMI has created work that tells men that the title will provide "all the weekly goodness" they need. It highlights the title's editorial mix of girls, football and humorous stories.

Emap has appointed OMD UK to handle media planning and buying for the launch.

Niall Ferguson, group marketing manager of Emap men's magazines, said: "Both OMD and NMI have played integral roles within the development of Zoo Weekly's aggressive marketing plan. Its work on FHM has given it the perfect insight into the men's magazine market required for the launch brief.”

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