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.
