German magazine publisher Bauer is understood to have appointed Motive to handle its 3m media buying account. Mustoe Merriman Herring Levy is expected to handle the creative work for the launch of a woman’s weekly later this year.
The business moved when Lowe Howard-Spink resigned from the account last week after nine years. Motive and Mustoe Merriman were chosen without pitches. Both agencies are staffed by former LH-S personnel with previous relationships with Bauer.
LH-S resigned the account because Bauer was talking to other agencies. Bauer is believed to have been unhappy with the way the agency handled the launch of That’s Life magazine last year.
Bauer has a history of spending large amounts to support title launches. According to its own figures, Take a Break magazine is the third best-selling magazine in the UK.