Concord and John Ayling put Austin Reed on six-sheets

As part of its attempt to reposition itself as a stylish fashion brand, Austin Reed is to use six-sheets for the first time.

As part of its attempt to reposition itself as a stylish fashion

brand, Austin Reed is to use six-sheets for the first time.



Starting this week and running for two weeks, the campaign was planned

and bought by independent agency John Ayling & Associates with the

outdoor element handled by Concord.



Concord has bought more than 350 six-sheet sites at train and

Underground stations all over London. The overground ads focus on key

London termini such as King’s Cross, Victoria and Waterloo.



The deals were negotiated by Alan Valler, account manager at Concord,

John Charlesworth, sales executive at Maiden, which sells the railside

sites, and Stuart Errington, sales executive at TDI, which sells the

Underground sites.



The creative, produced inhouse, plays on the initials AR with straplines

such as ’All Rounders’, ’Arousing Response’ and ’Acquiring Respect’.



Valler said: ’Austin Reed has previously used large-format sites, but

with this campaign the use of railside six-sheets adds a great deal to

the notion of repositioning and changing perceptions.’



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