Grey London has been appointed to handle the first major advertising for
Ben Sherman shirts since the 70s.
The newly revitalised brand has been allocated a pounds 2 million budget
over the next year. Grey has also been charged with looking at European
advertising possibilities.
The agency was appointed by Bill Walker, the chief executive of the
brand’s owner, Sherman Cooper, without a competitive pitch. Walker
previously worked for Lee Jeans, one of Grey’s clients.
Grey’s managing director, Nigel Sharrocks, paid tribute to the brand’s
strong history: ‘Ben Sherman has been a legendary brand name since the
60s, so we are really looking forward to building on its heritage.’
When the casual, button-down shirts were launched in the 60s, they
rapidly became fashionable.
The brand experienced mixed fortunes until recently. Walker took over
the company four years ago. Distribution has been improved and the
product range revamped.
The brand is now enjoying renewed youth fashion status. It also retains
strong loyalty in its original market, of now middle-aged men.
At present the brand’s advertising is produced in- house, appearing
mainly in men’s style magazines.
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