BBC Worldwide has split with Euro RSCG just weeks before the launch of its women’s magazine Eve, and has appointed WCRS in its place.
Eve publisher Justine Southall claims the split followed a disagreement over the launch campaign.
She says: “We were very happy with the idea behind the campaign, but we and Euro could not see eye to eye on how it was going to turn out.”
A Euro spokeswoman claims the agency never did any work on the account and there was a disagreement about contracts.
WCRS was invited to pitch for the account with two other agencies – neither of which took part in the original pitch.
Known initially as Project Urma, Eve will launch in August with a September cover date and a price of about £2.60. A website for the magazine will go live at the same time.
Eve is thought to have a target circulation of 150,000.
Eve will compete against EMAP’s Red and IPC’s Marie Claire which have circulations of 180,403 and 450,213 respectively, according to the Audit Bureau of Circulations.