Magazine article Marketing

Raleigh Drops Mitchell Patterson in Ad Review

Magazine article Marketing

Raleigh Drops Mitchell Patterson in Ad Review

Article excerpt

Raleigh, the bicycle manufacturer, has parted company with Mitchell Patterson Grime Mitchell and is compiling a shortlist of agencies to help it achieve a coherent look across all its brand communications.

New marketing director Steve Davey, who joined Raleigh in December (Marketing, December 14, 2000), said he wanted to achieve a cohesive look for the brand, starting with its logo.

A new Raleigh font will be applied to all written communications, and the heron's head logo, which has been part of Raleigh since the company's inception in 1887, may be updated. It will not, however, be ditched.

"There is instant recognition of the heron. We don't want to throw the baby out with the bathwater," said Davey.

Davey added that Raleigh plans to spend [pound]500,000 on advertising and brand-building this year, culminating in TV advertising in the run-up to Christmas.

It will be the first time the brand has been on TV in seven years. …

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