LOS ANGELES Crispin Porter + Bogusky has landed the Maxim magazine account, the shop said.
The MDC Partners shop in Miami was selected following a review of undisclosed agencies. There was no incumbent. According to a representative for the men's lifestyle publication, Maxim has advertised sporadically, using an in-house team.
Billings were not disclosed. Maxim in New York spent $500,000 on ads in 2003 and $5 million in 2002, according to Nielsen Monitor-Plus.
CP+B will handle creative and media. The media mix is still being determined but is expected to primarily include non-traditional efforts. The shop's first work is expected to debut this summer.
In a statement, Maxim group publisher Rob Gregory lauded CP+B for its willingness to "throw the traditional advertising manual aside and take chances."
"The challenge for Maxim is both to retain their number one status in a constantly changing landscape and to expand the category in new ways," said CP+B partner and director of account service Jeff Steinhour, in a statement.
Maxim along with men's lifestyle magazine Stuff and music publication Blender, is issued by Dennis Publishing. Maxim has a 2.5 million rate base and international readership of more than 18 million.