IFG Holdings appoints TBWA for magazine launch ads

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 launches.

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

launches.



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

for Hotdog.



Manning Gottlieb Media will handle media planning and buying for IFG.



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