St Luke’s lands launch push for Mollin

St Luke’s has been hired to handle the pounds 1.4 million launch task for Mollin Publishing’s two health and fitness magazines, and is using the opportunity to test a new concept - called the Crash Room - which will handle smaller and shorter-term accounts.

St Luke’s has been hired to handle the pounds 1.4 million launch

task for Mollin Publishing’s two health and fitness magazines, and is

using the opportunity to test a new concept - called the Crash Room -

which will handle smaller and shorter-term accounts.



In the past, St Luke’s has chosen to concentrate on accounts of more

than pounds 5 million but, because of client demand, has decided to

become more flexible and take on smaller accounts. Mollin Publishing’s

titles, Shape and Men’s Fitness, will launch in the spring and St Luke’s

will handle the account for a fixed period of three months.



Samantha Dunn, an account manager at St Luke’s, said: ’Mollin is a new

company with a fresh outlook and we intend to ensure that the launch of

these two titles redefines a sector that is driven by narcissism and

hypochondria.’ She said St Luke’s would also be involved with new

product development at Mollin after the launch of Shape and Men’s

Fitness. The two magazines have been successful in the US, where they

are published by Mollin’s holding company, Weider Publications.



Juliet Soskice, St Luke’s marketing director, said big accounts and

long-term relationships would remain a priority while there was also a

role for fixed-term creative solutions. She said: ’We have been

approached by clients wanting us to produce fast turnaround, creative

work without a long-term relationship. This is an experiment to see

whether it will work.’



Headliner, p18.