Men’s fashion company Ben Sherman has hired Shilland Communications
on a six-figure fee consumer brief to raise its profile and update the
Shilland replaces incumbent PR agency The Rowland Company, which
acquired the client when it acquired Red Rooster last year (PR Week, 13
There was no formal pitch process, although Ben Sherman also had
discussions with sports and lifestyle PR agency Radar.
Ben Sherman’s product and marketing director Gary Mylum said the
company, which had retained Red Rooster for over three years prior to
the acquisition, felt the level of service had dropped since the
’The acquisition resulted in a period of change and upheaval and that
led to us experiencing a decrease in service which we were not prepared
to accept,’ said Mylum.
In response, Rowland director Bobby Lane said: ’We have had a great
working relationship, but fashion clients are fast moving and they
obviously felt there was a need for change.’
Shilland senior account director Adi Frost will head the account,
overseeing a three-strong team, and will report to Mylum.
The brief is to position Ben Sherman, which is part of fashion company
the Sherman Cooper Group, as the definitive contemporary casual-wear
brand and build its presence in key youth areas including music, sport
and the arts.
Current Shilland clients include The Face, Arena, Brylcreem and Bass
Brewers, with drinks brands such as Hooper’s Hooch and Carling.
Formerly Shilland and Co, the agency launched its new corporate identity
as Shilland Communications this week, marking its third name change
since it was founded 15 years ago as Shilland and Company.
The agency now has 23 employees and a fee income of around pounds 2