Cherish takes on Sugar model brief

Hachette Filipacchi teen mag Sugar has appointed Cherish PR to promote its 2006 model competition.

Now in its tenth year, the Rimmel London-sponsored competition is run in partnership with agency ICM Models. Hachette Filipacchi
head of PR Sue Asbury said Cherish had been briefed to reflect the 'more sophisticated image' of Sugar, which relaunched in March.

The winner, chosen by readers, will appear on the front cover of the magazine's July 2006 issue.

Cherish MD Rebecca Oatley said it would be conducting a regional and national media relations campaign.

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