The publisher is describing Look, which will have a focus on fashion and celebrity style, as its biggest-ever launch, and is backing it with a budget of £18 million over two years.
Hurrell and Dawson won the brief after a competitive pitch. It will develop a £9 million integrated campaign that will include traditional advertising, direct marketing and online. Look will launch on 6 February, after a sampling campaign the week before.
The agency was founded last September by M&C Saatchi's Nick Hurrell and TBWA\London's Neil Dawson. Hurrell said: "Look is set to become the weekly high-street shopping bible. We are delighted to be working with IPC Media."
- Comment, page 36.