Lads-mag Loaded has selected Shine Communications for the task of
promoting the seven-year-old brand.
The title was restyled last March with the appointment of
'woman-friendly' editor Keith Kendrick.
Shine will work closely with the editorial team to publicise both the
magazine itself and spin-offs, including uploaded.com and Loaded
Shine director Michael Frohlich heads the account team, reporting to
Niall McKinney, senior marketing manager at IPC Ignite!, the men's
division of IPC Media.
Incumbent Public Eye Communications was one of a handful of agencies
pursuing the annual £100,000-fees account, which was given to
Shine after a two-way pitch, believed to have involved Lexis Public
Account director Graham Drew said the agency aimed to: 'Capitalise upon
the status the magazine held when it invented the genre in the days when
this market sector didn't read magazines. We will be looking towards
recapturing the spirit and respect of its heyday.'