Conde Nast has enlisted Delaney Fletcher Bozell to aid GQ Active
magazine with its first above-the-line advertising campaign.
The work, which breaks on 48-sheet posters on 15 April, will be the
first campaign created by Malcolm Green and Gary Betts since the pair
joined the agency earlier this year (Campaign, 30 January).
GQ Active launched in May last year after a couple of pilot issues. At
the time it was supported by a public relations blitz backed by
promotions running in sister Conde Nast titles.
Appearing in urban areas and on bus-sides, the push positions GQ Active
as the title for men who like to have fun and look after their
Tom Knox, the deputy managing director of Delaney Fletcher, commented:
’Life is not a spectator sport. The difference between us and Men’s
Health (its main rival) is that we’re not one long doctor’s note. GQ
Active recognises that people want to party as well as look after
The campaign, which breaks to coincide with the May cover date, features
black-and-white photogra-phs lifted from the title’s editorial under the
headline: ’Don’t just do it. Do it well.’ Media is handled by BJK&E