Mother wins Penguin Classic task on 60th birthday

LONDON – Penguin Books has appointed Mother to handle the advertising for its Penguin Classics brand without a pitch.

The book firm has asked Mother to develop a "new approach to communication" for Penguin Classics in a campaign due to launch later this summer.

Mother says it is creating an idea that will change the way people choose what they read, encouraging them and helping them to include more classics in their choice of books.

The appointment follows Mother's successful web campaign for Penguin's 70th birthday last year, in conjunction with its digital agency Poke, and coincides with the celebration of Penguin Classic's 60th birthday this year.

As well as advertising Mother will also work on marketing projects and design work.

Andy Medd, partner at Mother, said: "The opportunity to work on a brand as iconic as Penguin was unmissable. Penguin Classics is the authority on brilliantly written books so it's a pleasure to work with the best."

Rachel Salvidge, marketing director of Penguin Books, added: "Within Penguin Classics you'll find hideous murders, high-octane violence, depraved sex, pure romance, debauched lifestyles and the world's most famous cads and heroines.

"Mother is working on bringing this together in on exciting and impactful campaign, with which we can convince readers of contemporary fiction to try the classics, the original and best of their favourite genre."

The Penguin Classic range takes in a wide range of works from traditional classics such as Jane Austen's 'Emma' and Leo Tolstoy's 'War and Peace' to more contemporary novels such as Donna Tart's 'A Secret History' and the recently discovered Truman Capote first novel 'Summer Crossing', which is being seen as a near prelude to his later work 'Breakfast at Tiffany's', which is also a Penguin Classic.

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