Look, the IPC-owned magazine, is launching a major marketing push in a bid to reinforce its position in the glossy women’s weekly category.
A new TV campaign, created by Grey London, aims to help readers identify with the magazine by highlighting different sections in a bid to “unpack” the content. It has the strapline “Have it all”. A supporting print campaign will follow later this year.
It is understood that the campaign, which breaks next week, aims to challenge consumer perceptions that Bauer Consumer Media-owned Grazia is the market leader in the weekly fashion and celebrity glossy sector.
It is the first work that Grey has produced for Look since winning the business in March. It won the account following a pitch involving Karmarama, Mother and CDP.
The magazine was launched in February last year with a campaign created by Hurrell Moseley Dawson and Grimmer.
The most recent ABC figures show that Look’s circulation was 305,603, down on the July to December 2007 period by over 4%, and Grazia sold 227, 083 during the same period, up 3.2% and growing by 8% year on year. Sources say the magazine wants to emphasise its status in the sector.
IPC says it wanted to “challenge the category” with the launch of Look, and the latest campaign is meant to underline the theme.
The new campaign is intended to establish Lookas the “authority on high-street fashion” and help the magazine stand out from the competition.