IPC Secures McDonald’s For Cross Title Ad Campaign
IPC Media is to launch a cross-magazine ad campaign to promote McDonald’s New Tastes Menu across titles including Now, Essentials and Woman.
The deal, which was negotiated by Starcom Motive, is one of a number of cross-media ad arrangements secured by IPC (see IPC Secures Seven-Month Ad Deal For Home Interest Titles) since its acquisition by AOL Time-Warner in 2001.
The campaign is designed to raise awareness of McDonald’s new menu, which gives consumers the choice of a ‘lighter taste option’ and challenges perceptions of the fast food chain. The ads will incorporate display pages with a new creative insert mechanism called ‘clean peel, piggy back labels’ developed through IPC’s centralised insert sales division, IPC Innovator.
Jessica Kopiski, corporate business development manager at IPC, commented: “This is a great example of the way in which IPC Corporate Business Development, working closely with all parties, can create a unique tailor-made magazine based solution to fulfil clients’ specific requirements.”
Kylie Sweeney, group account director at Starcom Motive, added: “We are very excited about this campaign. The IPC portfolio provides an ideal opportunity for McDonald’s to communicate to the core audience about its lighter quadrant of the McDonald’s New Tastes Menu.”
Last week IPC announced that Sylvia Auton, managing director of its Country & Leisure Media Group, is to replace Sly Bailey as chief executive (see IPC Media Appoints Sylvia Auton As New Chief Executive).
IPC Media: 0870 4445000 www.ipc.co.uk
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