Shine to promote Loaded mag and spin-off projects

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 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.'

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