Procter & Gamble, France, has enlisted BDDP’s Paris-based offshoot Textual to pilot a new general interest women's magazine.

Scheduled for launch in France this fall, the project is provisionally titled Mieux (Better) and said by a P&G spoke to be “currently in a testing phase”.

Content is likely to include the conventional women’s magazine editorial mix, plus traditional third party advertising alongside strategic placement of P&G brands.

News source: Advertising Age - Daily Deadline