Warner’s to appoint agency for first brand ad campaign

Underwear brand Warner’s is considering hiring an advertising agency and embarking on its first ad campaign after drafting in sister company Lejaby’s marketing director to look after the Warner’s brand.

The move could herald a new image for the product, which competes with heavily advertised brands such as Playtex’s Wonderbra and Affinity bra. The company has used occasional press executions over the past six years. A spokeswoman for Warner’s says it does not retain an advertising agency, but is considering appointing one.

Pat Taverner is now sales and marketing director for both the Warner’s and the Lejaby lingerie brands. Warner’s and French label Lejaby are both owned by US parent company Warnaco Group Inc.

Both Warner’s sales director Richard Macey and marketing manager Pippa Neal have left the company within the past few months.

Any move on Warner’s advertising will be passed by Warnaco’s chairman and chief executive Linda Wachner in the US.

Warnaco also owns the Calvin Klein underwear and men’s jeans brands, Nancy Ganz BodySlimmers underwear and Chaps menswear by Ralph Lauren.

The company ran into controversy last month when the advertising campaign for its new range of Calvin Klein underwear for children in the US was pulled after complaints that it could appeal to paedophiles.

Pretty Polly News Analysis, page 20

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here