Ben Sherman, the cult status English shirtmaker, has appointed Explosive to its &£2m advertising account, heralding a new direction in advertising for the brand.
Explosive pitched against Mother and Attic to win the account following Ben Sherman’s decision to review out of Grey after four years with the agency.
The brand is owned by the Sherman Cooper Group and makes womenswear and footwear, as well as its more well-known menswear ranges. The Ben Sherman brand is also being extended into toiletries.
Explosive already has a working relationship with Ben Sherman, having designed the brand’s website.
Ben Sherman worldwide marketing and merchandising manager Gary Mylam says: “Explosive is working on a very different campaign. People will be pleasantly surprised.
“This will be a step change for Ben Sherman, rather than an evolution, but the advertising will still appeal to our core customers,” he says.
Mylam confirmed Ben Sherman would move away from the laddish image cultivated by the Grey work, which sought to capitalise on the brand’s retro cult status as a mod and skinhead label.
He says the brand will continue to use print and poster advertising, and the media account will remain with Mediacom TMB. Shilland Communications has been appointed to handle the PR.