The FTSE 250 publisher announced the strategy, along with Emap’s full year results, on Tuesday.
Pre-tax profits dropped 13 per cent to £193m and the publishing company has been forced to deny that it plans to sell off flagship magazines such Heat and Grazia. Instead, it has been keen to argue that future success will depend on growth.
Mantra MD, and former Brunswick associate partner, Lawrence Dore will lead the account. He said that the decision to hire Mantra was unconnected to CEO Tom Moloney’s abrupt departure last week, for which Brunswick is handling the media relations.
He added that the brief was to tell ‘a coherent and consistent story’ about Emap both ‘externally and internally’.
Emap has scrapped its director of comms post after it was vacated by Miranda Acland in April 2005.
Group strategy director Simon Walker, who joined from EMI in October, is currently overseeing corporate comms.
Walker said: ‘Our comms has been viewed as somewhat defensive and tactical in the past few years – but we now have a story to tell and can be a bit more strategic.’ He added that Mantra would bring ‘freshness and energy’.
Emap continues to retain Brunswick for financial PR, and uses a raft of agencies for various consumer campaigns.