The independent creative and innovation agency will be working with the men’s clothing retailer on its new brand platform
Men’s clothing retailer Charles Tyrwhitt has appointed independent creative and innovation agency Five by Five to lead on the launch of its new brand platform.
Over three weeks, the paid competitive pitch saw Five by Five up against two other creative agencies. Demonstrating a true understanding of the brand and its tone of voice, the agency sparked a connection with the client and was swiftly selected to take the lead. Present both during and post-pitch, Charles Tyrwhitt’s stakeholders have remained heavily involved in the development of the brand strategy and campaign work, showcasing true commitment to the process.
For the launch of the brand platform, to be rolled out across stores and catalogues, Five by Five will be looking to leverage the brand’s associations and attributes to craft a defined identity. The agency will also be bringing to the fore Charles Tyrwhitt’s tone and wit to create a clear distinction between the retailer and its competitors.
Five by Five will be working with Chares Tyrwhitt to apply this method across the brand’s approach to its ambassadors, the likes of whom include English international cricketer Jos Buttler MBE (pictured above), its sustainability pledge, and its association with England Rugby, to ensure consistency and distinctiveness across all communications.
Annabel Mackie, managing director at Five by Five, comments, “The team and I at Five by Five are so looking forward to making the most of our retail expertise for Charles Tyrwhitt, understanding the need for brand platforms that can translate across multiple requirements. We’re especially thrilled to be working with a client that we feel such a connection to: there’s a genuine meeting of minds that will truly benefit the outcome of this partnership.”
Joe Irons, chief marketing and sales officer at Charles Tyrwhitt, adds, “It was clear from the start that the Five by Five team had put in the work to fully understand Charles Tyrwhitt, its tone of voice, and what it represents. We can’t wait to spotlight the unique qualities of the brand with the agency’s help, achieving consistent messaging across all areas that can allow us to truly stand out from our competitors.”