Ben Sherman in global <BR>communications review

The clothing brand Ben Sherman is talking to agencies about its £5 million global above-the-line advertising account, currently handled by Explosive.

The review comes just 18 months after the appointment of Explosive and a year after the brand hiked its global adspend by 30 per cent.

The company's UK spend is around £1 million.

Ben Sherman has also restructured its marketing department after the departure of its worldwide marketing and merchandising manager, Gary Mylam, who ran the

initial pitch and appointed Explosive.

Explosive won the account after working on a redesign of Ben Sherman's website in a pitch in June 2000 with a brief to move away from the laddish image created by the previous agency, Grey Worldwide. Grey worked on the business for four years and created the strapline "Cut from a different cloth".

In August 2000, Explosive produced a series of tongue-in-cheek print ads featuring animals wearing "inappropriate" human accessories, with the strapline: "British attitude. British styling." The agency is working on a 90-second cinema campaign which is due to air in April 2002.

Mother recently worked with Ben Sherman on a research consultancy basis but will not be pitching for the creative business.

Rob Blake, Ben Sherman's marketing manager, confirmed that ad agencies had been approached and that the company was reviewing its entire communications strategy, including its creative work. "We have seen various agencies, but we are not yet in a pitch situation, but this eventuality is not out of the question," he said.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus