Grey has emerged as the broker behind the tie-up between Top Man
and a report due out this week billed as an attitudinal health check of
the UK’s male population.
Top Man, which is part of the Burton-to-Dorothy Perkins retail group,
Arcadia, has sponsored the survey - called Tomorrow’s Men - by Oxford
University academics into the attitudes and aspirations of 1,400
No figure has been given by either the agency or Arcadia but Carol Reay,
deputy chairman of Grey Advertising, claimed the client is putting a
’sizeable’ amount of money behind the study and its distribution
The study concludes that today’s young men are caught in a demographic
limbo between the identities of 90s New Man and New Lad. The
sponsorship, which is a form of ’social marketing’ exercise, will be
publicised by leaflets in Top Man stores. Shoppers will be encouraged to
give their feedback through a website, and then seek advice from Top
Reay believes the project, called Leading Lads by Top Man in its
marketing literature, signals the start of a more permanent relationship
between the retailer and the agency.
’I’d see this as an ongoing relationship,’ she said. ’Just because it is
not on (traditional media such as) posters or press that doesn’t mean to
say that this is a temporary thing. We will hopefully be talking to them
about a number of things.’
Grey already has the Burton Menswear business, which Mellors Reay won in
1996 before it was absorbed into the main Grey agency. The campaign
featured risque images of men shot by David Bailey.