Reader’s Digest is looking to appoint an agency to handle a direct marketing project that is believed to be brand focused. The move marks a departure from the magazine’s promotions-led approach.
There is no incumbent on the account, with Reader’s Digest carrying out much of its marketing activity in house.
It has been approaching agencies to pitch for the project, which is understood will be a test initiative to see how a brand-marketing strategy will be received, with a view to continuing to work with the agency if the campaign is successful.
Up to four agencies will be shortlisted, with the winning agency starting work on the project by the end of the month.
The publishing company has traditionally focused on promotions-led activity for its competitions and sweepstakes, but is now reviewing its longer-term strategy.
Reader’s Digest was not available to confirm the details at the time of press.