The agency is believed to have won the account for the launch, which is tipped to be backed by a 拢10m marketing spend.
The win follows a three-way pitch involving Fallon and HHCL/Red Cell. It has been reported that the new title will be called Reveal.
This latest launch by NatMags comes as a reaction to the success of Closer's format of mixing celebrity and real-life stories among its 30- to 50-year-old market.
Latest figures show that Closer could soon even surpass Emap's youth-orientated flagship celebrity title Heat. ABC figures for July-December 2003 give Heat a circulation of 566,731, with Closer showing a creditable 385,036.
NatMags is also seeking its first ad agency in 32 years for Cosmopolitan. The publishing group has been working with Rise Communications to develop a brand strategy, which it is hoped will boost its appeal among younger consumers.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .