DFGW scooped the business after a pitch against boymeetsgirl S&J and River Communications. It is now set to work on the launch with BLM Media, the recently appointed media planning and buying agency. A PR agency is also due to be appointed.
The title will launch before the end of 2004 but Dennis is keeping information on the precise timings and name of the title closely under wraps. It will sit with Dennis' existing weekly titles, Auto Express and Evo, its performance car magazine.
Phil Parker, the group publishing director at Dennis, said: "We have very ambitious targets for the launch of Project Squirrel and DFGW presented a great integrated idea that can work everywhere - from in-store to online."
Tom Vick, the joint managing director at DFGW, added: "Project Squirrel has all the makings of being a fantastic product. We're really looking forward to working with the team at Dennis and with BLM to make it the success it deserves to be."
The car title launch follows that of Dennis' gambling magazine Inside Edge in March. Last summer, it acquired titles including Jack, Viz and Bizarre through its purchase of I Feel Good.
Last week, Dennis announced that the men's style title Jack is to close in order to allow Dennis to focus investment on new projects and its more profitable, existing titles.
- News, p10.
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