Hachette Filipacchi Secures First Major Group Ad Deal
Hachette Filipacchi is to promote the new Adidas ‘Colours’ collection across three of its highest-profile titles, in the first major group advertising deal since its creation last year (see Hachette Buys Attic Futura For £40 Million).
The deal, which includes women’s glossy B magazine and teen titles Sugar and ELLEgirl, has been designed specifically for each title with a creative style in keeping with the format of each magazine.
The March issues of Sugar and B will feature a specially created outside back cover picturing models wearing branded Adidas ‘Colours’ clothing. Coverlines about the clothing range will also appear on the magazines’ back covers in their house style and font.
The spring edition of ELLEgirl will feature a specially created five-page advertorial and all three magazines will carry a combination of display ads, advertorials and other creative opportunities, designed to bring readers closer to the ‘Colours’ brand.
Commenting on the deal, Helen Brocklebank, ad director of Sugar and tvhits! who co-ordinated the group deal, said: “We want to help advertisers talk to our readers in a more impactful way: offering unique tailor-made creative opportunities like the Adidas Colours deal across our portfolio illustrates the creative potential of our titles.”
Hachette Filipacchi’s glossy teen monthly, Sugar, recently announced plans to celebrate its 100th issue with a bumper birthday edition. A special issue of the magazine will appear on newsstands in February and will feature the results of the first ever 100 Most Inspirational Girls Survey (see Sugar Celebrates Birthday With Bumper Issue).
The group also recently continued the shake-up of its women’s titles with the introduction of a new commercial structure and director in an attempt to provide better targeted advertising solutions (see Hachette Shakes Up Women’s Titles).
Hachette Filipacchi: www.hachette-filipacchi.com
Recent Magazine Stories from NewsLine Loaded Appoints New Deputy Editor Vogue Sparks Controversy With Gucci Ad Feel Secures Launch Contract For New Indobrit Magazine
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left