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'The Atlantic' Hires Euro RSCG

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NEW YORK The Atlantic has tapped Havas' Euro RSCG here for a rebranding campaign.

The plan calls for print, digital and out-of-home advertising, and this marks the first time the iconic magazine has engaged a full-service shop for a branding initiative. The budget was not disclosed.

Said Andrew Benett, co-president of Euro RSCG in New York: "With a heritage that includes Ralph Waldo Emerson, Henry Wadsworth Longfellow and Oliver Wendell Holmes as founders, The Atlantic stands for integrity and quality in journalistic writing, a key message that we intend to communicate in our marketing."

The shop is a good fit for the magazine based on "its immense knowledge of and expertise with the opinion leaders and upscale consumers who comprise our readership," said Justin Smith, president, consumer media, Atlantic Media Co. in Washington, D.C.

The title was founded 150 years ago and ranks with The New Yorker in terms of prestige and pedigree among journals providing in-depth and serious coverage of politics, business, culture and the arts.

At a time when many magazines have closed or seen their popularity plummet, The Atlantic in 2007 enjoyed a year-over-year circulation increase to 431,625, according to the Audit Bureau of Circulations.