Taylor Herring to promote Mills & Boon rebrand

Romantic fiction publisher Mills & Boon has engaged Taylor Herring to promote its upcoming rebrand, following a four-way pitch.  

Launching in January 2018, the campaign will celebrate the history and heritage of Mills & Boon and position it as the UK’s leading publisher of romantic fiction.

“We needed to make Mills & Boon relevant for today’s romance readers,” said Lisa Milton, executive publisher at Mills & Boon. “We know there are 2.5 million romance readers who have tried a Mills & Boon. Now, it’s time to tempt them back.”

Sophie Calder, Mills & Boon’s head of PR, added: “Taylor Herring blew us away with their bold approach to our rebrand.

“The team pitched us a series of ideas that we feel confident will appeal to romantic fiction fans who are not already Mills & Boon readers, as well as our loyal fan base.  We are really looking forward to working with them on this campaign!”

Peter Mountstevens, managing partner at Taylor Herring, continued: “Mills & Boon has long been on our wish list so we are delighted to be working with the Harper Collins team on this exciting brief.

“The rebrand offers the perfect opportunity to remind readers of its rich heritage and evolution of one of the biggest publishing success stories of the last 100 years.”