IPC starts major marketing drive

IPC Magazines has pledged to spend #25 million on its marketing next year as it starts two major agency reviews.

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.



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