Hurrell and Dawson wins IPC Pick Me Up

LONDON - IPC has extended its relationship with Hurrell and Dawson by hiring the start-up to handle the promotion of its weekly magazine Pick Me Up.

The agency, which opened at the end of last year, will handle TV and offline advertising, as well as online digital work.

The new assignment follows IPC's earlier use of the agency to take on the launch work for its new weekly title, Look.

Evelyn Webster, IPC Connect's managing director, said: "We wanted an agency that could add a new dimension to the brand's cut-through."

With a mixture of sex, murder, human interest stories, brainteasers and competitions, Pick Me Up has been hailed by IPC as a great success since its launch in 2005.

The work will make its debut at the end of the month.

Nick Hurrell, one of the founding partners, cited June Smith-Sheppard's editorship as a key reason for Pick Me Up's success. He said: "It set the pace in the real-life market two years ago, and continues to do so."