Lida will be responsible for recommending and implementing all below-the-line activity across TV Times, TV & Satellite Week, and the UK's biggest-selling magazine, What's on TV, which recorded sales of 1,709,092 in last week's ABCs.
The agency will focus on direct mail campaigns, sampling, in-store activity and third-party promotions. The agency will also work across Soaplife and Unmissabletv, the digital entertainment brand, on an ad-hoc project basis.
Caroline Ward, managing director of IPC tx, said, "Lida really impressed the IPC tx team with its strategic thinking, understanding of our market, and sheer enthusiasm. It will play a major role in driving our customer acquisition and retention strategy over the coming months, and I'm delighted to have found an agency that's such a great fit with our business."
Lisa Thomas, chief executive of Lida Media, added, "IPC tx has a stable which includes three famous yet very diverse media brands, each with its own set of marketing goals and challenges. We're looking forward to showcasing our direct marketing skills and creativity within such a dynamic and fast-moving business."
Lida Media joins sister M&C Saatchi agency Walker Media, which handles IPC tx's media buying.