GQ Active appoints Delaney Fletcher to create poster push

Conde Nast has enlisted Delaney Fletcher Bozell to aid GQ Active magazine with its first above-the-line advertising campaign.

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

health.



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

themselves.’



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

Media.



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