IPC Connect has appointed Grey London to handle the £3m advertising account for its glossy high-street fashion and celebrity weekly magazine, Look.
The agency is understood to have beaten Mother, CDP London and Karmarama to the business after a review called last month. Incumbent Hurrell Moseley Dawson & Grimmer (HMDG) did not repitch. Media planning and buying agency MediaCom was unaffected by the review.
The appointment is the first new business for the new management team assembled by Grey London chief executive David Patton, who was appointed in May last year and joined five months ago. The agency has declined to comment.
HMDG, then Hurrell & Dawson, was appointed to the account in January last year to launch the magazine the following month. It developed a £9m integrated campaign that included the biggest digital ad campaign any IPC brand had then undertaken (MW June 21, 2007).
It was part of an £18m investment programme to support the magazine, aimed at young women. HMDG continues to handle advertising for Pick Me Up, which is part of IPC Connect, on a one-year fixed contract, according to an IPC spokesman.