Razor giant in ‘media first’ FHM promotion

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Wilkinson Sword has signed a six-figure deal with EMAP to promote its latest Quattro Titanium razor in the men’s monthly title FHM.

The promotion will run in the April and May issues of FHM. The Quattro Titanium activity will start in the April issue with a double-page spread and a follow-up will feature in the May issue.

It will include an FHM “media-first” combination of cover flash, gatefold cover and flap, and a four-page advertorial and competition feature.

The deal was brokered by Mediaedge:CIA and secured by EMAP Advertising and Starfish Communications.

Wilkinson Sword group product manager Sian Evans says: “This collaboration enables us to create an increased level of impact among our core target market (18- to 34-year olds) and to develop a creative platform for the launch of Quattro Titanium.”

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