Shilland replaces Rowland on Ben Sherman account

Men’s fashion company Ben Sherman has hired Shilland Communications on a six-figure fee consumer brief to raise its profile and update the brand.

Men’s fashion company Ben Sherman has hired Shilland Communications

on a six-figure fee consumer brief to raise its profile and update the

brand.



Shilland replaces incumbent PR agency The Rowland Company, which

acquired the client when it acquired Red Rooster last year (PR Week, 13

August 1999).



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

merger.



’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

million.



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