Hachette Filipacchi UK, the magazine publisher, is seeking an advertising agency to reposition its women’s title Psychologies three years after its launch in the UK. The new agency will be charged with the title’s multi million-pound advertising business.
The monthly title was launched in the UK in September 2005, supported by an £8m campaign created by Vallance Carruthers Coleman Priest. Mediaedge:cia was appointed to handle its media planning and buying.
At the time of its launch, Psychologies was positioned as a cross between a self-help book and a glossy women’s magazine. It aimed to be “a genuinely different type of women’s magazine and create a brand new category”.
According to the Audit Bureau of Circulations (ABC) between January and June 2008, Psychologies circulation rose 15.4% year on year to 150,112 copies.