Sarah Feeney, who joined Ben Sherman two months ago in the newly created role of global PR head, is to take charge of work that has previously been handled by external consultants.
Ben Sherman has a UK in-house marcoms team of nine, who work in areas such as advertising, point-of-sale work and PR.
Feeney, who reports to group brand director Andy Rigg, said: 'The culture has always been to have different agencies each year. I think there has been a degree of unrest about that.
'You need to have some in-house presence. An agency can never be privy to everything that's going on in a company,' she added.
Prior to Radiator, Shilland Communications, The Rowland Company and the then Red Rooster Beauty & Consumer PR handled PR for Ben Sherman for 12 months each.
Ben Sherman continues to retain agencies in Germany and Italy. These are Neumann PR & Styling and Watt Cinque, respectively.
Forthcoming PR plans include the launch next month of a Ben Sherman 'concept store' in London's Carnaby Street. And in 2003, the firm will mark its 40th birthday with an exhibition at Brighton Pavillion from May to July.