The magazine will target luxury goods advertisers. Publicis is looking to develop partnerships with clients that will result in Malmaison's hotels stocking their products.
Publicis will distribute 40,000 copies to Malmaison's 10 hotels from the autumn. It already publishes a magazine for De Vere Hotels, which became part of The Alternative Hotel Group, owner of Malmaison, last year. The group later approached Publicis directly about a second magazine. Publicis also plans to appoint a digital strategy director.
Jason Frost, the agency's chief executive, said he had created the role to determine the individual digital objectives for each of Publicis' clients. "As creators of editorial content, we should own branded material wherever it appears," he said.
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