Shandwick to rewrite Mills and Boon’s image

Mills and Boon has turned to Shandwick to help it pep up the image of its romantic titles, as it mounts its first advertising campaign.

Mills and Boon has turned to Shandwick to help it pep up the image

of its romantic titles, as it mounts its first advertising campaign.



The publisher’s sales and marketing director Alan Dawson, who joined

Mills and Boon in May from Yardley, brought in the UK’s biggest PR

agency earlier this month to provide media relations support for the

relaunch.



’Mills and Boon is a British institution which everyone is always

interested in, but we have not been very active in the past in promoting

ourselves’ said Dawson.



He added that the relaunch was designed to let people know how

contemporary the books’ storylines and characters now are. ’Consumers

and the media have this image of the books that are way out of date,’

added Dawson.



But despite the image revamp, Mills and Boon books still steer clear of

any overt raciness. ’Our loyal readers like sensual tension without the

eroticism,’ said Dawson.



Shandwick was the only agency approached by Dawson, who appointed the

consultancy without a pitch.



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