NEWS: Walsh Trott snaps up brand-building task for Principles

The Burton Group has chosen Walsh Trott Chick Smith to revive the mixed fortunes of its Principles fashion chain, backed by a probable spend of up to pounds 2 million.

The Burton Group has chosen Walsh Trott Chick Smith to revive the mixed

fortunes of its Principles fashion chain, backed by a probable spend of

up to pounds 2 million.



The win is a significant consolation prize for the agency, which lost

out to Mellors Reay and Partners in the pitch for the pounds 3 million

Burton menswear chain last summer (Campaign, 4 August 1995).



The business moves out of the Stephen Sharp Consultancy, headed by the

former Debenhams marketing director and originally run as an in-house

operation. It further reflects a trend by the Burton Group to move more

of its advertising out of house.



Walsh Trott won the business against two other undisclosed shops. Media

remains with TMD Carat, which handles media buying across all the Burton

operations.



The agency’s first work, due to break in the autumn, will attempt to

redress what is seen as Principles’ confused image. In the early 90s the

chain had been stealing market share from Next but has fared badly in

recent years because of a perceived lack of direction.



Amanda Walsh, Walsh Trott’s managing director, said: ‘Burton wants a

high- profile campaign for Principles, which is a great brand although

its saliency isn’t as good as it ought to be.



‘People recognise the Principles name but don’t believe its products are

as good as they are. In fact its clothes are fashionable and

affordable.’



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