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
’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
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
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