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January 30, 2003

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Hachette picks Unity to set UK mags strategy

French magazine publisher Hachette Filipacchi is poised to appoint Unity to help set the brand and communications strategy for its stable of UK titles, which includes Elle, Red and Sugar.

Hachette boosted its standing in the UK magazine market last year by buying Attic Futura, publisher of Sugar and TV Hits! It also ended its joint venture with Emap, buying out Elle and Red, both previously published by the two companies together.

The company has already hinted at the future direction for some of its titles. It confirmed that Red will be launched in markets abroad and suggested that Elle Girl will move from a quarterly to a monthly frequency. Unity is thought to have been asked to explore marketing opportunities for the whole portfolio, including Elle Decoration, Elle Girl, B, Inside Soap and All About Soap. Hachette refused to confirm Unity's appointment.

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