IPC kicks off review for Look magazine

Look magazine, the weekly high-street fashion title owned by IPC Media, is reviewing its £2 million advertising account.

Look magazine... ad review
Look magazine... ad review

The publisher has approached agencies to pitch for the business, having parted company with the previous incumbent, Grey London, a year ago.

Grey was first appointed to the business in 2008, when it won the account from Hurrell Moseley Dawson & Grimmer. The agency beat Karmarama, Mother and CDP to the account.

The brand’s most recent TV campaign, by Grey, shows a flickering montage of clothes and accessories from the magazine. The ad was designed to reinforce Look’s market position as an authority on high-street fashion.

HMDG handled the advertising for the title’s £18 million launch campaign in 2007 since when the magazine has built a circulation of 313,358.

Despite the downturn, competition in the women’s magazine sector remains fierce, especially with the success of weekly free title Stylist.

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