Circus to handle global expansion task for New Scientist

- The New Scientist has hired Circus to devise a communications strategy that will build the title's circulation around the world.

The agency won the business after a five-way pitch, which was overseen by the AAR. Pitching agencies included advertising agencies as well as brand consultancies. It is the first time that the title, which is owned by Reed Business Information, has hired an agency.

Jill Bottomley, New Scientist's senior marketing manager, said: "Circus seemed to offer the best solution in the long-term and the most flexibility."

Circus will attempt to capitalise on the current lay interest in scientific issues, such as cloning and genetically modified foods, and will work on developing a new brand platform for the title.

The company sees the greatest growth opportunities in the US, where there are 5 million professional scientists.

Paul Twivy, a Circus founding partner, said: "New Scientist has the opportunity to be to science what The Economist is to economics. Economics bores the pants off most people but The Economist has developed a tone of voice that gives it broader appeal.

"It can further develop its reputation for demystifying science without making it populist or crass, and become the preferred choice for coverage on issues from medical advances and genetic engineering to digital technology and global warming."

Twivy expects the campaign will include above-the-line advertising, hosting debates, stunt marketing, museum participation and PR. The work will break later this year.

This article was first published on Campaign