Gossard calls review of £5m ad business

Gossard, the Sara Lee-owned lingerie brand, is reviewing its advertising account for the third time since 2001. Incumbent WARL Change Behaviour is pitching against two undisclosed agencies for the &£5m account.

The pitch is the first to be overseen by marketing director Stephen Holbrook. Holbrook took over from Shaeren McKenzie, who left the company last July with no job to go to (MW July 31, 2003). He joined from sister Sara Lee company Playtex.

McKenzie held two pitches during her tenure at Gossard, sacking Partners BDDH weeks after joining the company in 2001 and appointing TBWA/London (MW October 25, 2001). The two parted company, citing creative differences, the following year (MW July 4, 2002) and McKenzie appointed WARL Change Behaviour (MW August 22, 2002).

Holbrook has carried out a major review of the business and its marketing strategy since the summer. He has already moved media planning and buying from PHD to Media Planning Group and is reviewing the celebrities who are used to endorse its products. They include Anna Kournikova, who is the face of sports underwear range Shock Absorber.

Gossard is to launch a new lingerie range in the autumn. Infinito, a full range of bras and briefs, has been developed using new technology to make it lighter and seamless so it is invisible under clothes. It will be Gossard’s key focus for the autumn.


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