The Burton Group has chosen Walsh Trott Chick Smith to revive the mixed
fortunes of its Principles fashion chain, backed by a probable spend of
up to pounds 2 million.
The win is a significant consolation prize for the agency, which lost
out to Mellors Reay and Partners in the pitch for the pounds 3 million
Burton menswear chain last summer (Campaign, 4 August 1995).
The business moves out of the Stephen Sharp Consultancy, headed by the
former Debenhams marketing director and originally run as an in-house
operation. It further reflects a trend by the Burton Group to move more
of its advertising out of house.
Walsh Trott won the business against two other undisclosed shops. Media
remains with TMD Carat, which handles media buying across all the Burton
The agency’s first work, due to break in the autumn, will attempt to
redress what is seen as Principles’ confused image. In the early 90s the
chain had been stealing market share from Next but has fared badly in
recent years because of a perceived lack of direction.
Amanda Walsh, Walsh Trott’s managing director, said: ‘Burton wants a
high- profile campaign for Principles, which is a great brand although
its saliency isn’t as good as it ought to be.
‘People recognise the Principles name but don’t believe its products are
as good as they are. In fact its clothes are fashionable and