Look brief for Max Clifford

Kate Magee 27-Aug-08

Look Magazine has turned to Max Clifford to strengthen its reputation as the authority on high street fashion.

It wants to be seen as an accessible fashion magazine and has recently signed up TV stylist Gok Wan as a columnist. It is keen to tackle any misconceptions it is a celebrity-focused title.

Max Clifford Associates (MCA) will attempt to broaden Look's readership base among 19-35 year olds. It will also build the profile of editor Ali Hall, positioning her as an expert on high street fashion.

The agency has been brought in for an initial six-month contract. The magazine is also launching an advertising campaign.

Look increased its circulation to 307,274 in the recent ABC figures. This contrasts with higher-end fashion weekly Grazia's 227,102.

Separately, Olympic triple gold medal winner Chris Hoy is also using MCA to handle the increased media interest. Hoy's management company 110 Sports Management approached Clifford. The agency will advise Hoy on which interviews to do and will try to keep his profile high throughout the year.

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