Mellors Reay picks up 3m pounds sterling Burton image job.

Burton, the menswear chain, has handed Mellors Reay and Partners the 3 million[pounds] task of burying for good its old image as the "50-bob tailor" and its associations with the post-war demob suit.

A television-led campaign due to break in the autumn will aim to get potential customers to re-evaluate the 402-strong chain and to overcome what one industry observer said was "the embarrassment of carrying a Burton bag".

The decision to appoint Mellors Reay in a final shoot-out against Walsh Trott Chick Smith precedes a relaunch of the Burton brand and a return to significant advertising for the first time in three years.

During that time, John Hoerner, the …