International media giant Emap has gathered ideas for PR stunts and advertising from OpenAd.net.
Publications FHM, Bliss and Max Power have all held successful online pitches.
Men's magazine FHM began by setting our creatives two different PR challenges to promote its 'High Street Honeys' search for glamorous readers.
One of the winning stunts launched the career of 'High Street Honeys' winner Natalie Pike, getting her full page coverage in a popular British Sunday newspaper.
The magazine then asked for ways of launching its FHM mobile phone content service. It was so impressed with the 'FHM to go' idea created by Saatchi & Saatchi Dubai senior creative Avinash Sampath that it has licensed it for use in forthcoming press and radio campaigns.
More recently, it has posted briefs asking for a new strapline and 'brand essence' for lads' car magazine, Max Power and a viral SMS campaign for Bliss, aimed at teenage girls.
Ben Cordle, FHM's marketing manager, said: "We were very impressed with OpenAd. All the responses we had were close to the brief, especially given the fact that respondents would not have worked with us before, so less likely to know what we would and wouldn't expect."
He added: "In the case of our High Street Honeys activity, a full page in the sports section of a major Sunday tabloid was proof of the appeal of the activity, and means we have received many more times the value we paid in PR terms alone."
