Top Man promotes academic study of lads’ phenomenon

Grey 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.

Grey 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 Tomorrow’s Men - by Oxford

University academics into the attitudes and aspirations of 1,400

men.



No figure has been given by either the agency or Arcadia but Carol Reay,

deputy chairman of Grey Advertising, claimed the client is putting a

’sizeable’ amount of money behind the study and its distribution

in-store.



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 before it was absorbed into the main Grey agency. The campaign

featured risque images of men shot by David Bailey.



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