Creative Brand Communications


October 3, 2017

Mills & Boon hire Taylor Herring for rebrand campaign.

London, 29th September 2017: Romantic fiction publisher Mills & Boon has engaged award-winning creative agency Taylor Herring to promote the rebrand of the much-loved series of titles.

The bold PR campaign will celebrate the history and heritage of Mills & Boon and cement the position of the publisher as the UK’s number 1 publisher of romantic fiction.

Founded in 1908, Mills & Boon is an iconic British brand. A Mills & Boon book is sold globally every 4 seconds with over 300,000 copies sold in the UK per month.

Taylor Herring won a four-way pitch after impressing the team at Harper Collins with their bold yet insightful creative thinking.

Sophie Calder, Head of PR, Mills & Boon says; “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, Taylor Herring says; “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 the rich heritage and evolution of one of the biggest publishing success stories of the last 100 years.”

Mills & Boon, an imprint of HarperCollins Publishers, will be launching a major brand redesign in January 2018. Working with award-winning design studio Pentagram, the much loved romantic fiction publisher will be introducing a clean contemporary brand identity.

The new brand proposition will be based on insight from the biggest consumer insight project in Mills & Boon’s history, which was conducted by leading agency Blinc. The new approach for Mills & Boon will talk directly to the audiences identified in the insight.

The redesign will include a new logo and strapline ‘The Heart of Romance’, fresh book jacket looks for every Mills & Boon series including new series DARE which launches in January 2018. The relaunch will also include new point of sale for retailers and an original design for the website, social media and the Mills & Boon direct mail bookclub.

Lisa Milton, Mills & Boon Executive Publisher, said:

“Mills & Boon is an iconic brand. It felt like a hidden gem. With the HarperCollins acquisition the time was right to invest. Our consumer insight with Blinc told us what we expected – hoped – that readers love our books, but they didn’t feel comfortable with the packaging. We needed to make Mills & Boon relevant for today’s romance readers. To help us find the best way to do so, we’ve worked with Pentagram. The award-winning design studio has helped us to find a new look that we think fits into the 21st century. Our focus is on growing retail sales. We know there are 2.5 million romance readers who have tried a Mills & Boon, now it’s time to tempt them back.”


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