IPC Magazines pledges to spend £25m on marketing in '99

- IPC Magazines has pledged to spend £25 million on its marketing next year as it kicks off two major agency reviews.

- IPC Magazines has pledged to spend £25 million on its marketing next year as it kicks off two major agency reviews.

The publisher is looking for a creative agency to work on Loaded, Melody Maker and NME and at the same time is reviewing its entire media account.

IPC is talking to seven agencies, including Delaney Fletcher Bozell, the incumbent on its TV Times account, about the creative task. It will draw up a shortlist of four agencies for the final pitch.

The winning agency's task will be to develop an integrated communications package for Loaded, as well as promoting the relaunches of NME and Melody Maker

The move to put money behind Loaded comes in response to Emap Metro investment behind FHM following the appointment of Bartle Bogle Hegarty earlier this year. Robert Tame, IPC's music and sports publishing director said: "We think the title is unique and brilliant enough to make for a different campaign, which will switch people over from other titles."

NME and Melody maker were both relaunched earlier this year with a change in format and design. Philippa Stuart, IPC's marketing director, who is heading up the review, said: "The main objectives of the briefs for NME and Melody Maker will be to communicate these changes to potential readers, clearly differentiate the brand in the highly competitive music market and define the role these titles can play in their readers' lives."

Tame said that the advertising campaigns for NME and Melody Maker would kick off before Loaded, but all three were scheduled to break in the first quarter of next year. A decision on the winning agency will be made by early December.

For the media review, which could lead to a media centralisation, IPC has invited incumbents Carat, Zenith Media and CIA Medianetwork to pitch and is talking to other agencies, including planning only companies, about the review.

Last week, IPC's chief executive Mike Matthew admitted that in the past IPC had "been guilty of under marketing our titles" and said that the company intended to change that.


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