- Grey Advertising 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 Tommorow's Men - by Oxford University academics into the attitudes and aspirations of 1400 men
No figure has been given by either the agency or Aracdia but Carol Reay, deputy chairman of Grey Advertising, called the amount of money the client is putting behind the campaign 'sizeable'.
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 Man.
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 and then ran a series of risque images of men behaving badly shot by David Bailey.