Exactly what it says... Ronseal man tackles Barnsley’s image

And now, after coming up with Ronseal’s “It does exactly what it says on the tin” catchphrase, marketing expert Ged Shields is turning his expertise to a project a little closer to home – by promoting his birthplace, Barnsley.

Mr Shields dreamed up the famous slogan as part of his job at Sheffield-based Ronseal, where he has worked for 25 years.

The firm has used the slogan as a cornerstone of its advertising and marketing since 1994, over which time Mr Shields has risen to become marketing vice-president for Sherwin-Williams, the American paint giant which owns Ronseal.

However, despite his jet-setting lifestyle, he still lives in Hoylandswaine in Barnsley and is a season ticket holder and lifelong fan of Barnsley FC.

Now, after a chance meeting with Barnsley Council leader Steve Houghton in a local gym, he has volunteered to help spruce up the town’s downtrodden image.

The pair discovered they were both season ticket holders at Barnsley’s Oakwell ground and began chatting about the challenges facing the town.

And 51-year-old Mr Shields then said he was happy to volunteer to help encourage businesses and retailers to invest in Barnsley.

However, he will not be using the phrase “It does exactly what it says on the tin”, which was named in a poll this year as the third greatest slogan of all time in a poll this year – being beaten only by “Beanz Meanz Heinz” and Nike’s “Just Do It.”

Mr Shields said he wanted to help the town and added: “It’s not going to be easy. There’s no miracle fix.

“We need to show that Barnsley is a good deal better than some people on the outside would have us believe.

“It isn’t just a case of coming up with a slogan. We’ve got to look at a lot of data, do a lot of research and encourage businesses and retailers to come here.”

It is hoped that his work will help to attract retailers to the much-delayed markets redevelopment, which is set to start next year.

Mr Shields, who won’t be paid anything for his time, is adamant that he is not searching for publicity for either himself or Sherwin-Williams.

He said: “I don’t want anything out of this myself. But the way I see it, I could either sit back at home and read about what the council is doing, or I could try and help.

“The only thing I stand to gain is feeling that I’ve helped, even if it’s just a tiny bit.

“I want to see jobs created here in Barnsley. For our young people more than anything.”

As part of his high-flying job with Sherwin-Williams, Mr Shields travels all over the world and has flown two million miles in the last eight years alone, including 30 trips to India, in a bid to promote the firm internationally.

Barnsley Council’s head of communications, Bob Williams, said: “We are delighted that somebody of Ged’s experience and knowledge has stepped forward to offer his support in bringing jobs and investment into the borough. “We look forward to working with him.”

This isn’t the first time that somewhat unconventional ideas have been mooted for the regeneration of Barnsley.

Almost 10 years ago, architect Will Alsop came up with the radical plan of remodelling the town on a Tuscan hill village, complete with a halo of light being projected around the town centre.

However, the ambitious plans were later dropped.

Comment: Page 16.