Emap Advertising Announces FHM2 Sponsorship Deal
Emap Advertising has announced a major new deal with Debenhams to sponsor the FHM2 supplement available with FHM‘s September issue.
Debenhams is partnering with FHM2 – an integral bound in supplement, which explores and expands on a core value of FHM every month – to target its male audience with the aim of positioning itself as the destination for all their fashion needs under one roof.
FHM‘s recent editorial changes reflect the new direction in which Debenhams is heading and the sponsorship is the perfect fit for the Debenhams brand. It gives Debenhams the opportunity to associate with the new look FHM in an editorial environment that subtly conveys its brand messages and enables it to showcase key fashion pieces to drive readers in-store. This is the first time Debenhams has advertised in FHM since April last year.
Jason Trout, magazine sales director at Emap Advertising, said: “This deal underlines the impact the editorial changes at FHM have had. The new editorial environment FHM offers advertisers is highly compelling and a perfect setting for major brands looking to target FHM’s unrivalled male audience.”
Victoria Leeper, men’s marketing manager at Debenhams, said: “The booklet offered us the unique opportunity to directly target the FHM reader, showcasing our key areas including Designers at Debenhams, own brands and accessories. It is in keeping with our strategy to show our commitment in offering keener price points, better fabrication and more design details.”
In a statement, FHM said that with its new look it is aiming to re-shape the men’s market and reinvigorate the brand to further differentiate FHM from the men’s weeklies sector and other more down-market mainstream monthlies.
The sponsorship deal was negotiated by Annabel Wetton, creative solutions director at Emap Advertising, Guy Dowsett, fashion director at Emap Advertising, Lyndsey Barnard, media manager at Carat, and Victoria Leeper, men’s marketing manager at Debenhams.
Emap Advertising announced yesterday that it is to be the first UK company to use new technology that enables it to feature interactive advertising in in-stream online videos (see Emap Advertising To Use Interactive Technology In Online Videos).
The new patent-pending technology makes it possible to display a spinning logo, banner, picture-in-picture or scrolling text as part of a video stream.
Emap: 01733 568 900 www.emap.co.uk