T.M.Lewin

The Brief

​​T.M Lewin is a 126 year old British tailoring institution, which lost its way in recent years. Early on in the pandemic, the business headed into administration and was acquired by new ownership. As well as leading on creative strategy, our press team run a highly efficient proactive media office designed to deliver product reviews in equitable titles. Core to our media strategy is newsjacking, and by following cultural trends relevant to men across sport, lifestyle, TV and news we always look to piggyback stories and ensure T.M Lewin is part of the relevant conversation across popular culture.

Action

Euro 2021 has captivated the hearts and minds of the entire nation, giving Brits a much needed boost to morale. When the Mail Online announced that Gareth Southgate’s polka dot tie was perceived as “lucky” by millions of fans around the world, we were quick to jump into action. Being able to turn news alerts around quickly, and by working with the in-house team at T.M Lewin, we quickly rebranded their own knitted polka dot tie as ‘The Southgate’. Within 12 hours of the first article running, we had designed social posts for paid and organic, created a dedicated page on the website, and prepped and pitched a media alert focusing on the sales uplift.