Lad magazine Loaded is to hold a pitch for an agency as part of a review of the brand.
The move follows the appointment of Keith Kendrick as editor (PRWeek, 26 January). The fresh approach embraces spin-off magazine Loaded Fashion, and internet arm uploaded.com.
IPC ignite! marketing director Vijay Solanki confirmed that the publisher would be 'taking a long hard look at the target market'.
He confirmed that the appointment of 'women-friendly' Kendrick - a former editor of Chat magazine - was a factor in the move, and suggested that the way women are approached in the magazine could change in the future, encouraging 'the adoration of women from a respectable perspective'.
Current incumbent Public Eye Communications has been invited to repitch, and is one of 'four or five' agencies pursuing the brief.
Solanki added that the successful agency should be able to work on the strategy of what Loaded stands for, achieve closer links with the editorial team, and create innovative approaches to the magazine's publicity.