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.”

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