Cohn and Wolfe has won a four-way pitch to promote the GQ/GQ Active
Show which is to be held at Earls Court 2 in April next year.
The agency will work with Conde Nast, publishers of GQ and GQ Active,
and event organiser Miller Freeman to maximise publicity around the show
and its exhibitors as well as building its profile in the countdown to
The campaign will aim particularly at encouraging exhibitors to be more
creative in their approach to the exhibition, rather than just booking a
stand and hanging clothes on it.
’The challenge is to inspire key exhibitors to approach the show as
partners, making their stands an entertaining, as well as a buying,
experience,’ said Cohn and Wolfe managing director Martin Thomas.
In the case of a sports manufacturer, this could mean bringing along
sports stars to demonstrate the equipment, for example, to create a more
The main highlights of the show - which has the working title ’Live
Style for Men’ - are the Fashion Theatre catwalk show, a new GQ Active
Arena, and exhibitor sections which will reflect the different parts of
Jane Risby-Rose, event director at Miller Freeman, said: ’The Cohn and
Wolfe team is made up of exactly the type of men we need to win over at
the show and this will make them a vital part of the event team.’