Loot, part of the Daily Mail & General Trust's Associated New Ventures (ANV) division, will unveil a new design and brand identity in the next few months. Wieden & Kennedy will work on a through-the-line campaign aimed at reviving the paper's flagging circulation.
Loot's circulation has fallen from almost 200,000 in June 1999 to 159,000 at the end of last year.
"Through the advertising, we want to give Loot a personality, and build it into the ultimate destination for buying or selling anything outside a retail environment," said ANV managing director Stephen Miron.
Wieden & Kennedy won the business after a final three-way shoot-out against Campbell Doyle Dye and Partners BDDH. The pitch process was handled by The Haystack Group.
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