According to Bauer, the six-figure partnership with V05 Extreme Style, planned and negotiated by Carat Sponsorship, will bring this FHM iconic property to life across seven unique platforms, exemplifying Bauer Media's ability to provide engaging content to audiences wherever, whenever and however they want.
The FHM 100 Sexiest Women in the World poll sponsorship by V05 Extreme Style launches with the call for FHM’s 1.1 million readers to vote in the March issue of FHM, on sale early February 2011.
Activity will run for five months on print, tv, online, radio, mobile and retail platforms, culminating in a live event in May 2011 in the form of an FHM 100 Sexiest Party where the winner will be revealed to coincide with the June issue hitting newsstands.
The execution and delivery was devised, created and brokered by FHM Brand Director Michael Kalli, Bauer Access Director Joe Evea and FHM Editor Colin Kennedy, with Charlotte Erskine and Laura Varnam at Carat and VO5’s Brand Director Vicky Metcalfe and UK Commercial Director Mark Bleathman.
Earlier this month Bauer Media hosted Bauer Live at which a new creative and commercial collaboration initiative – Bauer Access – was launched to illustrate to Clients and Agencies the reach, influence, engagement and unique cross-platform offer of the Bauer Media portfolio.
Geoff Campbell, MD of Bauer Media Men’s Lifestyle Brands, commented: "FHM is the most complete and creative multiplatform men's entertainment and lifestyle brand and the undisputed market leader for reach and engagement with young men. While fascination in the world’s most beautiful women is as active as ever amongst our audience, style and grooming has become increasingly important and now plays a more significant role in the overall FHM brand offering.
"This VO5 Extreme Style partnership is an excellent example of how Bauer Access can facillitate great creative, planning and buying collaboration between Bauer Media brands and our commercial partners. Delivering such iconic content across seven different platforms will provide added value for the FHM audience, whilst meeting the specific objectives of V05."
Richard Whitty, Brand Manager, VO5 Styling, commented: “We’re excited to be the first sponsors of the prestigious FHM 100 Sexiest Women Poll, something that we know is hugely popular among our consumers. As the UK’s number 1 styling brand, we know how important credible endorsements and partnerships are, and the FHM and VO5 Extreme Style brands are a perfect fit. Having just claimed our 5th FHM Grooming Award prize, we’re very proud to be working with FHM and look forward to the creative outputs we’ll achieve together over the coming months.
Laura Varnam, Carat Sponsorship, added: “This is a fantastic partnership between two aligned brands, it builds on the successful relationship that the VO5 Extreme Style brands and FHM have developed over the years and progresses it further to being one centred around a key editorial proposition. The FHM 100 Sexiest Awards are iconic and to be the first official partners is a fantastic opportunity for VO5 Extreme Style to deepen the association with the audience.”
A brand new series of Bauer Access workshops will kick off in January 2011, providing Clients and Agencies with open-access to Bauer Media’s editors, programmers and creators of content and a route to build deeper connections with audiences.
