Aubin & Wills is a high-end clothing company with five stores in upmarket places, as well as an impressive e-commerce site.

Their latest catalogue landed on my doorstep a couple of weeks’ back, complete with a black and white arty cover showing a variety of place names in an assortment of font styles and sizes, none of which seemed to be linked to each other in any way (or A&W, come to that), or be themed other than they were northern.

But standing out like a crocodile at an alligator conference was the name Teeside. And for those that haven’t noticed, or think I’ve made a spelling mistake, it should, of course, be spelt Teesside.

I’m not sure if the artwork was commissioned for A&W or not but, surely, a company that spends a hefty amount on marketing should have seen the glaring error.

I checked all the other place names on the cover, being particularly keen to see if Middlesbrough was included – it was, and thankfully was not spelt Middlesborough, another common mistake.

The artwork also appears on their website, and seeing as I was on their site I thought I’d look for an email address and let them know about the mistake – ‘though not in a smug way.

The reply I got back – to Rich, not Richard (very informal) – thanked me, and asked me where the mistake was (obviously not listening the first time). A second email came back (to Rich, again) once again thanking me.

A&W seems pretty keen on social media – though it does need working on – and if they’d engaged with their customers on the Teesside issue they could have made light of it. Instead they seem to have opted to completely ignore it.

If someone from Aubin & Wills is reading this, give me a call; I’m sure Blue Sky can help you with your social media strategy. Just don’t call me Rich.