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
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.’