Farm picks up brief to help raise profile of IPC's Loaded title

IPC has awarded Farm the creative advertising account for its flagship lads' magazine, Loaded.

The agency has been tasked with raising the profile of Loaded - which competes against the market leader, Emap's FHM, and Dennis Publishing's Maxim - in its tenth anniversary year.

The campaign, which is part of a wider range of marketing activities Farm is developing, will kick off around April, with Walker Media handling media planning and buying.

Niall McKinney, the IPC Ignite! marketing director, said: "We are excited about the prospect of working with Farm. 2004 is a big year for Loaded, both because it is our tenth anniversary and it will be Martin Daubney's first full year as editor. The rest of the men's magazine market has focused on upping the quantity of their marketing, we are committed to upping quality."

Farm picked up the Loaded brief without a formal pitch on the back of project work it has been doing for IPC's Webuser magazine since 2001.

IPC appointed Daubney as editor in September to rejuvenate the magazine, which had posted a 15 per cent decline in ABC figures for January to June last year at 261,937.

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