The agency is working with both Penguin Books and the Ian Fleming estate to promote the book.
Colman Getty was only allowed two interviews with Faulks, so its key aim was to maximise coverage, according to senior account executive Jane Acton. She said the agency chose to give one interview to the BBC’s Today programme and the second interview to the arts correspondent at Reuters.
The agency will now try to bring attention back to the James Bond books rather than the films. It is also working on a year-long campaign to celebrate the centenary of Ian Fleming’s birth on 28 May 2008.