Separately, Magnetic has announced the appointment of Jo Tomlin as comms director. She joins from MediaTel, having previously held marketing and communication positions at Yahoo, AOL, Time Out and Exterion Media.
MWW’s remit is to provide PR support for Magnetic’s activities to promote magazines to advertisers, using face-to-face, editorial and social media. The agency will report directly to CEO Sue Todd, who started her role on 5 January.
Magnetic has its official launch this quarter. Its founding partners include Bauer Media, Dennis Publishing, Haymarket, H Bauer, Hearst UK, Immediate Media and Time Inc UK.
Todd said: "Magnetic exists to help agencies and advertisers gain more value from the compelling media opportunities that magazine brands represent. We’re looking forward to launching later this quarter and working closely with the industry to unlock that value together.
"MWW’s specialist media practice has unrivalled knowledge of the sector and we are keen that it helps us communicate the huge changes and developments that are taking place within magazine media effectively."
Matt Bourn, senior vice-president and head of European media practice at MWW, said: "To have the biggest magazine media companies in the UK come together on a project of this nature is a significant moment in the evolution of magazine brands and we look forward to helping establish a useful and engaging dialogue in the advertising world."