TBWA splits with Gossard over creative differences

Lingerie company Gossard and TBWA/London have parted company following disagreements over creative treatment of the brand.

This will be Gossard’s third agency appointment in just over a year. TBWA/London grabbed the &£1.5m account from Partners BDDH without a pitch last October. Partners BDDH held the business for less than five months. It was appointed after Abbott Mead Vickers.BBDO resigned from the account in June last year, ending an eight-year relationship with the company.

According to Gossard marketing director Shaeren McKenzie, TBWA/London and Gossard had conflicting ideas on how to communicate the brand message. She says: “There’s a fine line in lingerie marketing and it’s very easy to get it wrong. TBWA is a good agency, we just had different ideas on how to communicate lingerie.”

TBWA/London recently produced a &£1.5m television campaign for Gossard to promote its Altogether lingerie range. The campaign aims to encourage women to wear matching underwear (MW May 30).

Gossard has already shortlisted agencies to take on the &£5m account.

TBWA chief executive Garry Lace says: “We are happy to have parted company with Gossard. It is a company that, in the end, we simply couldn’t do business with.”

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