James Brown, the former editor of Loaded magazine, has appointed
TBWA GGT Simons Palmer to handle the advertising for his recently
launched film magazine, Hotdog, and for two other planned magazine
TBWA will create a pounds 1 million campaign for Hotdog, beginning with
a 40-second cinema spot that will break nationally alongside the new Guy
Ritchie film Snatch.
Hotdog, a blend of Loaded-style humour with movie coverage, is the first
of three launches timetabled for I Feel Good Holdings, the publishing
group that Brown established last year. IFG, which is backed by the
Dennis Publishing founder Felix Dennis and the former Leeds United FC
chairman Chris Akers, is expected to add sports and lifestyle titles to
its portfolio in the next 18 months.
Figures are not available yet for Hotdog’s June launch, but the magazine
enjoyed predominantly favourable reviews. Last month’s flotation of IFG
on the alternative investment market brought the company a valuation of
pounds 10 million.
’Hotdog will fly,’ Trevor Beattie, the TBWA creative director, said.
’People would pull their own heads off for the opportunity to promote
something like this.’
The cinema ad will be directed by Jay Pond-Jones through the production
company Spectre. ’Hotdog is a very strong visual magazine about a very
strong visual medium and it’s great to work with people who share that
vision,’ Brown said.
The failure of titles such as Emap’s Neon and the UK version of Premier
suggests that alternative film magazines have a hard time in the British
market. Brown has talked of an initial target circulation below 100,000
Manning Gottlieb Media will handle media planning and buying for IFG.