What Fashion to use four agencies for project work

The soon-to-launch glossy women’s magazine What Fashion has picked four ’young and hungry’ regional PR firms to get it off the ground.

The soon-to-launch glossy women’s magazine What Fashion has picked

four ’young and hungry’ regional PR firms to get it off the ground.



Liverpool agency Freedman PR, Dominator in Surrey, London-based Talk

Loud PR and Isis Communications in Stratford-upon-Avon were selected

from over 100 applicants. What Fashion editor Raymond Russell, who is

positioning his title as a rival to Elle and Marie Clare, is employing

the agencies on a project basis.



Fees will vary according to the contract but Russell said each company

could earn up to pounds 7,000 a month from the work.



Russell invited agencies to come up with promotional and sponsorship

ideas last year (PR Week, 15 November).



His unofficial roster of PR firms will also specialise in areas outside

fashion which will be covered in the title such as cars, travel and

careers.



For example Freedman PR’s brief is to arrange advertorials with the

motoring industry.



Russell said the agency arrangement, overseen by advertorial and

promotions director Rebecca Cox, will allow What Fashion to cover a

large percentage of the marketing activity without committing to any one

agency.



’Most people become unhappy after a year,’ he added, referring to the

appointment of a single agency. ’The turnover is enormous as clients

have very high expectations.’



Russell is also talking to PR agencies in France, Scotland and Northern

Ireland.



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