NMI lands £8m EMAP Zoo brief

Emap Consumer Media has awarded NMI the £8m advertising account for its new men’s magazine Zoo Weekly.

NMI has carried out project work for Emap in the past, including campaigns for FHM’s High Street Honeys and FHM Bionic, and positioning work for Arena Magazine.

The launch campaign breaks on January 27 and will be led by humorous 30-second and ten-second television spots that explain how the magazine provides men with “all the weekly goodness” they need. OMD UK is handling media planning and buying.

Radio and press advertising will support the TV campaign. Zoo Weekly is believed to be priced at £1 and has a circulation target of 150,000.

The magazine will be battling for readers against IPC Media’s new men’s weekly Nuts. Abbott Mead Vickers.BBDO is handling a similar budgeted campaign for Nuts, which launches on January 22 a week ahead of Emap’s publication (MW last week).

Zoo Weekly follows the more traditional lads’ mag formula of sport, girls and outrageous stories while, Nuts will be slightly more conservative with a greater emphasis on news and technology.

NMI’s other accounts include car dealership HR Owen, British Nuclear Fuels and London Fashion Week.