Heat magazine sparks advertising review

Bauer-owned celebrity title Heat is holding a pitch for its advertising account barely eighteen months after appointing Rapier to the account.

Incumbent Rapier is understood to be fighting off competition from Team Saatchi and CHI & Partners.

Bauer Media-owned Heat appointed integrated agency Rapier in January 2009 after a pitch against above-the-line agencies. Rapier wrestled the account from incumbent Quiet Storm, which had held the account for eight years.

Since being appointed in January of last year Rapier has created integrated campaigns for the weekly gossip magazine and its assoicated radio station and website.

Rapier was behind the YouTube film pushing Heat magazine that featured glamour model Katie Price singing about recent rumours about her mental health.

Figures from ABC from January-June 2010 show that Heat’s weekly circulation was 417,163, down from 445,192 copies per week from the same period the year before.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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