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
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.’