Liberty Publishing’s revamp of Punch this week repositions the
magazine as a young men’s title with a new through-the-line advertising
campaign by Leagas Delaney and Maverick.
The new-look Punch, under the editorship of Paul Spike, will be targeted
at upmarket 25- to 35-year-old men, a positioning described as ’Private
Eye meets Loaded’.
Leagas Delaney, which created the launch campaign for the title last
year, devised the first press ads promoting this week’s cover story
about a druglord worth pounds 8 billion. One execution reads: ’Mexican
druglord Amado Carillo makes twice as much money as BT. And offers
infinitely more lines.’ The second says: ’The Mexican economy depends on
Amado Carillo. So they forgive him little indiscretions like murder,
bribery and cocaine trafficking.’
They were written by Sean Doyle, art directed by Dave Dye, with media
planning and buying through New PHD.
A series of stunts and flyposters created by Maverick, a fledgling
advertising agency based in Berkeley Square, will support the
A roadshow will travel around key areas of London, at which a giant
inflatable image of the Punch character will be exploded, to signal its
disappearance from the magazine’s masthead.