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Emap Metro has appointed a new agency to work on its beleaguered

entertainment title, Heat, as it looks to attract a larger audience to

meet a target circulation of 100,000.

Paul Keenan, managing director of Emap Metro, has appointed Explosive to

work on a through-the-line campaign, replacing Bartle Bogle Hegarty,

which worked on Heat’s high-profile launch at the beginning of the

year.

Keenan has worked with Explosive before when he launched Emap Fashion’s

40¡ show. Explosive also developed Emap Elan’s recent ad campaign for

New Woman.

Keenan, who insists this doesn’t mean an end to BBH’s relationship with

Heat, said he felt Explosive would be more suitable for the next stage

of the magazine’s advertising. ’They will do above-the-line and a lot of

direct marketing work,’ he said.

Referring to BBH’s controversial advertising campaign, which fell foul

of the Independent Television Commission two months ago because it

depicted people being engulfed by flames, Keenan said: ’BBH’s work was

fantastically creative, but the issue is to reinforce that awareness

with direct communication and to be a lot more explicit about what Heat

is seeking to do.’

Steve Kershaw, managing director of BBH Unlimited, said: ’We work with

Emap for Metro and Active and both relationships are very good. With

Heat, the advertising we developed achieved the target awareness goals,

but it’s fair to say that the trial didn’t reach the levels

expected.’

Spotlight, p20.