Hearst Made, the publisher’s in-house content agency, will relaunch the in-store magazine as O2 Alive, a lifestyle brand highlighting O2’s music and entertainment connections and drawing on the publisher’s consumer lifestyle editorial expertise and audience insight.

The magazine will have a fresh new look, introducing news and entertainment features, alongside tariff information. The editorial content will be aimed at consumers seeking new entertainment and events experiences.

O2 Alive joins the existing Hearst UK portfolio of brands, including Cosmopolitan, Digital Spy, Esquire and ELLE. This new deal brings Hearst UK’s total number of brands to 24, with the first issue of O2 Alive hitting stores at the end of June 2018.

James Wildman, CEO of Hearst UK, said: “We are delighted that O2 has joined our illustrious Hearst family and I’m particularly pleased that such a sophisticated business has chosen to work with our content agency, Hearst Made. We’re doing great work for an increasing number of valued clients and we’re thrilled that O2 has recognised our capability by entrusting us with their fabulous brand.”

Hearst Made’s 35-strong team is driven by an in-depth understanding of their audiences. Hearst Made produces content for clients including Asda, George, Liz Earle and P&G.