Burton mulls review of Principles advertising

The Burton Group is believed be reviewing advertising for womens-wear chain Principles.

The group, which has posted sales of 1.8bn so far this year, moved its advertising out of house earlier in the year by appointing TBWA to handle its Debenhams account. Mellors Reay & Partners was hired to run the group’s Burton Menswear campaign.

Grey Advertising and Simons Palmer Denton Clemmow & Johnson confirmed last month they had both spoken to Dorothy Perkins about a possible advertising review (MW November 17).

Agencies which have contacted Principles’ marketing department have been told the group has already started the pitch. But Burton denies Principles’ advertising is under review and will not comment on speculation.

Principles’ advertising is handled by consultancy Stephen Sharp, which also works on Dorothy Perkins, including the recent campaign featuring Helena Christensen.

Despite the group’s announcement of pre-tax profits, which this year doubled to 8.5m, both Principles and Burton Menswear continue to make losses.

The group has undergone a three-year revamp, which included a 15m spend on Dorothy Perkins outlets.


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