Emap plans major Metro ads rethink

Emap Metro, the division that houses FHM, Heat and The Face, has begun a pounds 9 million review of its creative and media accounts, following the appointment of Sophie Wybrew-Bond to the newly created role of head of marketing.

Emap Metro, the division that houses FHM, Heat and The Face, has

begun a pounds 9 million review of its creative and media accounts,

following the appointment of Sophie Wybrew-Bond to the newly created

role of head of marketing.



Wybrew-Bond joined Emap Metro a month ago from Emap Healthcare, where

she was the marketing manager. Her first task will be to conduct a

review of Metro’s agencies, which include Bartle Bogle Hegarty,

Explosive, BANC, Motive Communications and Booth Lockett Makin.



’I’m reviewing right across the portfolio of the agencies that we are

using for all our different work, but it doesn’t mean I’ll make any

changes,’ Wybrew-Bond said.



She also confirmed that she would be holding a creative review for the

newly acquired Wagadon titles later this year (Campaign, 9 July), but

added that the portfolio of magazines - which includes Arena and The

Face - may be housed within an existing agency.



BBH works on the lads’ magazine, FHM, and created the controversial

launch campaign for the weekly entertainment title, Heat, which fell

foul of the Independent Television Commission in April because it showed

people engulfed by flames.



In June, Metro appointed Explosive to work on a new above- and

below-the-line campaign for Heat after Kevin Hand, Emap’s chief

executive, said that the magazine’s sales of 60,000 copies a week were

not enough.



BBH recently worked on the poster campaign for FHM’s annual ’100 sexiest

women’ poll and was responsible for projecting a nude image of the TV

presenter, Gail Porter, on to the House of Commons. The agency also

created the ’FHM warning’ ads that ran on TV last year, depicting men

responding to laddish situations in an unladdish way.



Motive works on the media account for Heat and FHM, while BANC was

appointed last May, alongside BLM, to work on a pounds 1 million

campaign for Metro’s best-selling music magazine, Q. The creative

account was previously held by Dolphin.



Paul Keenan, the managing director of Emap Metro, created the role of

head of marketing to improve the profile of the titles within the

company’s main divisions: men’s, music and entertainment magazines.



Wybrew-Bond said: ’I am shaping the marketing department to reflect the

structure of the three divisions.’



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