Romantic fiction publisher Harlequin Mills and Boon has hired Band
and Brown to manage its consumer and trade PR.
The account was won this week after a three-way pitch and fees are
expected to reach up to pounds 120,000 a year.
The agency has been briefed to forge strong links between Mills and Boon
and Valentine’s Day and to reinvigorate the sales of its two other
fiction imprints, Silhouette and Mira.
Grayling handled the publisher’s PR for ten years until it was taken
in-house two years ago. Shandwick was hired last year on a project
The Valentine’s Day campaign will build on the brand’s advertising
strapline: ’Mills and Boon makes any time special’. Harlequin Mills and
Boon marketing manager Jane Kirkup said: ’It should include some
surprising activity that will encourage people to reconsider the brand
and recapture lapsed users.’
More than three million people in the UK regularly read Mills and Boon
books and there are 13 million sold in the UK each year.