NEWS: Ben Sherman in pounds 2m push

Grey London has been appointed to handle the first major advertising for Ben Sherman shirts since the 70s.

Grey London has been appointed to handle the first major advertising for

Ben Sherman shirts since the 70s.



The newly revitalised brand has been allocated a pounds 2 million budget

over the next year. Grey has also been charged with looking at European

advertising possibilities.



The agency was appointed by Bill Walker, the chief executive of the

brand’s owner, Sherman Cooper, without a competitive pitch. Walker

previously worked for Lee Jeans, one of Grey’s clients.



Grey’s managing director, Nigel Sharrocks, paid tribute to the brand’s

strong history: ‘Ben Sherman has been a legendary brand name since the

60s, so we are really looking forward to building on its heritage.’



When the casual, button-down shirts were launched in the 60s, they

rapidly became fashionable.



The brand experienced mixed fortunes until recently. Walker took over

the company four years ago. Distribution has been improved and the

product range revamped.



The brand is now enjoying renewed youth fashion status. It also retains

strong loyalty in its original market, of now middle-aged men.



At present the brand’s advertising is produced in- house, appearing

mainly in men’s style magazines.