CDP wins briefs for Stuff relaunch and new Govt IT project

CDP has won two pieces of business this week, landing the relaunch

of Haymarket’s Stuff magazine and a Government brief to encourage

businesses to make more use of information technology.

The agency won a four-way creative pitch for the men’s gadgets magazine,

beating Mustoe Merriman Herring Levy, Maher Bird Associates and Crusader

Levinson Russell. Haymarket, which publishes Campaign, bought the title

from Dennis in January.

CDP’s task will be to relaunch the magazine to ABC1 men in the 20- to

40-year-old age group, achieving a circulation of 55,000 by the end of

the year. The campaign will incorporate press and radio, and will break

in mid-March.

’We want to take Stuff back to its product roots,’ Kevin Costello, the

publishing director at Haymarket, said.

’The title will be a fusion of product knowledge and lifestyle issues

with high production values.’

The first Haymarket edition appears on 7 April and it will then be

published monthly.

Dennis closed the title in December 1998 blaming low circulation and

advertising revenue. Haymarket is predicting that sales will reach

80,000 within two years.

CDP has also been appointed by the Central Office of Information and the

Department of Trade & Industry to publicise the Information Society

Initiative.

A response-based TV campaign will break in May and promote the national

network of centres that the ISI provides. These centres advise on, and

help implement, information and communications technology, such as video

conferencing and the internet. The ad budget is likely to be about

pounds 1.5 million.

This article was first published on Campaign