Grey was reappointed by Ben Sherman in April 2004, having previously handled its ad business in the 90s. It was reported at the time that the brand was aiming to boost its profile in the US and Australia.
Ben Sherman is supporting the launch of a spring/summer collection called Big Beat with a campaign created in-house that will see it team up with Warner Music. The activity is intended to change perceptions of the brand as focused only on shirts.
The campaign will comprise press, outdoor and online ads as well as a music CD produced in association with Warner. Press executions will run in lifestyle and music magazines.
The work is intended to highlight Ben Sherman's affinity with music, especially mod and ska, according to Ben Sherman's head of marketing, Suzanne Egleton.
In 2004 Grey created a print campaign twinning places in the UK with their namesakes in other countries, such as Oxford Street in London and New York.
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