Band and Brown steers Mills and Boon campaign

Romantic fiction publisher Harlequin Mills and Boon has hired Band and Brown to manage its consumer and trade PR.

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

basis.



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.



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