IPC Magazines has pledged to spend #25 million on its marketing
next year as it starts two major agency reviews.
The publisher is looking for a creative agency to work on Loaded, Melody
Maker and NME, and is also 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 is in response to Emap Metro’s
investment in 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 brands in the highly competitive music market and
define the role that these titles can play in their readers’ lives.’
Tame said the ad campaigns for NME and Melody Maker would start 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 centralisation, IPC has
invited the incumbents, Carat, Zenith Media and CIA Medianetwork, to
pitch against other agencies, including planning shops.
