Denim stalwarts Lee Cooper appoint BUREAU for brand research and positioning

London-based creative practise BUREAU has been appointed by heritage jeans brand Lee Cooper to research the denim market and develop their brand positioning.

The agency has been tasked with an initial phase of research, using quantitative insight and dynamic social data, to understand the global jeans wearer of today: not only what they wear but their attitudes, attributes and passions.

From this initial analysis, BUREAU will devise a brand strategy to work across all of Lee Cooper’s global markets.

BUREAU Creative Director Pete Hellicar and BUREAU Founder and Strategic Director, Jeff Boardman will lead the team. Jeff Boardman said:

“Jeans are one of the most ubiquitous items of clothing in the modern world and Lee Cooper’s century-long history places them at the centre of this rich story. We’re really excited to be working with the team at Lee Cooper on a new strategy that will speak to wearers of the original British denim brand all over the world.”

Lorna Milliken, Marketing Director at Lee Cooper said:

“We believe that BUREAU’s insight, analytical processes and creative capabilities, together with their knowledge of creating connections between brands and culture, make them the ideal agency to work with us as we embark on a new phase for the Lee Cooper brand worldwide.”

Jeff Boardman has previously devised campaigns for leading brands such as Diesel, Reebok, Ben Sherman and Converse.

Pete Hellicar has previously been Creative Director for Etnies global and worked on campaigns for Reebok, Nike and Channel 4.

For further information please contact

Jane Acton: E: / T: 07971 661576

About Bureau

BUREAU is a London-based practice which believes that every brand and organisation can create loyalty and sales through research, insight and meaningful concepts.

They work with organisations, brands and institutions to help them to understand audiences and create loyalty ideas, connecting in-depth research to game-changing strategies and concepts.

Using unique and dynamic insight – which BUREAU terms “Free Time Choices™” – the company is able to turn its understanding of the growing sectors of fashion, entertainment, arts, culture, film, music, design & technology into powerful concepts.

BUREAU is currently consulting on alternative purchase AR techniques for Ted Baker; building stories around a new Amazon Prime program; helping to bring poetry to a wider audience for youth through Young Laureate for London with #bemynextispiration and introducing alternative cultures to the Royal Academy of Arts members through the Curated By program. It is joining the dots on a route-to-market for one of London’s premier distilleries; publishing a film streaming and content platform with Hollywood film director Nicholas Winding Refn and has landed a large spaceship on the streets of Los Angeles.