Fashion retailer Blue Inc picks agency roster

Blue Inc, the high street menswear fashion retailer, has appointed a roster of agencies to handle its advertising and media business.

Head of marketing Tim Lyall has selected Perception Media, Voice Communications, Store PR and specialist photography agency Gianfranco Meza. The team of agencies takes over from previous incumbent Folk, which parted company with the chain earlier this year.

Blue Inc was previously known as Mister Byrite. It was bought in January by private consortium Marlow Retail, which intends to double the chain’s store portfolio to about 60 outlets in the next three years.

Lyall says the bulk of activity will include radio ads, including work on XFM, magazine executions in IPC titles such as Loaded and Nuts, and PR. Blue Inc is seeking to expand its market to a younger and older age group, beyond its traditional “lad” target. Singer Peter Andre has been featured wearing clothes from Blue Inc, which has also developed a new-look website with Pod 1.

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