The weekly wants to be seen as an accessible fashion magazine and has recently signed up Channel Four’s How to Look Good Naked presenter Gok Wan as a columnist. It is concerned some people may see it as purely a celebrity-focused title, and it is keen to kill off this misconception.
Max Clifford Associates (MCA) will attempt to broaden Look’s readership base among 19- to 35-year-olds.
It will also build the profile of editor Ali Hall, positioning her as an expert on high street fashion.
The agency has been brought in for an initial six-month contract. It will target broadcast media as well as running a series of high profile live events.
The magazine is also launching an advertising campaign.
Look increased its circulation to 307,274 in the recent ABC figures. This contrasts with higher-end fashion weekly Grazia’s 227,102.
Olympic triple gold medal winner Chris Hoy is also using MCA to handle his increased media interest. As reported earlier in the week, Hoy’s management company 110 Sports Management approached Clifford.