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LOOK UNVEILS NEW COMMUNICATIONS CAMPAIGN
May 15, 2008
On May 19th, Look - the UK's best-selling weekly glossy fashion magazine unveils the latest phase of its marketing strategy, a national TV advertising campaign created by Grey London. This is the first campaign launched since Grey London won the account in March of this year.
With a circulation of 305, 603 , Look is the market leader in the weekly glossy fashion magazine category. The brief to Grey was to establish Look as the authority on high street fashion and drive sales of the magazine.
Tara Steadman, senior marketing manager of Look, says: “We are delighted to be working with such a recognised creative agency and we have no doubt that the new ad campaign will more than deliver against our objective.”
Grey have taken a refreshing and unique approach to the communication strategy to create stand-out within the category and have sought to build an emotional connection with women by not only unpacking the content of the magazine, but also unpacking the lives of the reader. 'Have it all' is the line used throughout the communication which celebrates the breathlessly exciting, ever changing world of the Look girl.
Nils Leonard, Creative Director at Grey London comments: “Good work generally comes from having a good relationship with the client. We wanted to challenge the category with the launch of this new phase of activity. The open and inclusive way of working, that we nurtured from the pitch onwards, has really helped us achieve this.”
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About Look
Look is the fast-paced, glamorous, glossy high street fashion and celebrity weekly for young women. It has a unique mix of up-to the-minute affordable fashion, high street shopping advice, celebrity style and news, coupled with thought provoking real life. Look is the accessible, must-have glossy weekly high street fashion bible.
About IPC Connect
IPC Connect is the women's weeklies division of IPC Media. Its market-leading portfolio of magazines includes Now, Look, Marie Claire, Chat, Pick Me Up, Woman, Woman's Own and Woman's Weekly.
About Grey London
Grey London is a leading UK advertising agency whose clients include P&G, GlaxoSmithKline, Look, Dairy Crest, Eurosport, Lindt, Visa and Toshiba. The company is part of Grey Group which ranks among the largest global communications companies. Its parent company is WPP (NASDAQ: WPPGY). Grey Group's total offer includes Grey advertising, G2, activation marketing, Grey Healthcare Group, healthcare communications, MediaCom, media planning and buying and GCI Group, public relations. Grey's blue-chip client roster includes many of the world's best known companies: P&G, GlaxoSmithKline, BAT and Diageo.
