Resonate was formed by managing director Michael Frohlich and director Graham Drew, who both left Shine Communications last year. The pair worked on IPC's Loaded while at Shine. Resonate said that the Nuts launch will be its biggest campaign to date.
IPC has also retained Abbott Mead Vickers BBDO and Walker Media for the campaign, which will include television, poster and print advertising. Resonate will work on the launch as well as promoting the issue week by week. Nuts is to be unveiled next week and hits newsstands on January 22.
"The fact that Nuts represents the birth of a new category within the publishing world makes it an exceptionally important win for Resonate. It also affords us the opportunity to exploit many different means of engaging consumers outside of traditional media relations," Frohlich said.
Nuts will go head to head with a new Emap rival men's title Zoo Weekly, which is also slated to launch at the end of month. Both titles are aimed at men in the 16- to 35-year-old age range. Emap has retained Frank PR to work on the launch, which is also to be backed with an £8m marketing budget.
Resonate is backed by Chime Communications, the PR and advertising holding company headed by Lord Bell.
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