Mr. Pecker, currently Hachette Filipacchi Magazines' president-CEO, has 10 more days before he becomes American Media's chairman-CEO.
Last week, Mr. Pecker said he sent requests for proposal to six shops for his $50 million assignment to promote American Media's National Enquirer and The Star. They are: Arnell Group, Deutsch, Mezzina/Brown, DeVito/
Verdi, Cliff Freeman & Partners and DiNoto/Lee, all New York.
In a letter, Mr. Pecker told the shops he wanted to "reinvent" and "reinvigorate" the publications, and said he would be personally involved in the selection.
EDGE TO ARNELL
For now, Arnell seems to have an edge; it is the only agency Mr. Pecker used during his 8-year tenure as Hachette CEO.
The publishing executive asked agencies to return the questionnaire to his home by March 25. He said he may split the assignments at two agencies.
Last month, Mr. Pecker and Evercore Partners announced the acquisition of American Media for $760 million. At that time, Mr. Pecker said he would look for a "brand rehabilitator" to launch a marketing campaign for the reputation-challenged tabloids.
"These are two of the largest undermarketed titles out there," Mr. Pecker said at the time. "One thing I'd like to articulate through the ad message is that when you read something in the Enquirer, the stories are true stories."
Mr. Pecker said he envisions an ad campaign that includes broadcast, outdoor and