Playtex has handed the consumer PR account for its range of bras to
The agency pitched against three others to win the account. Ketchum Life
replaces Jackie Cooper PR which resigned the account in September
because it clashed with rival client, hosiery manufacturer, Pretty
Ketchum Life has been retained to work on all Playtex brands apart from
lingerie ranges Lovable and Fila, which will continue to be handled by
Playtex, which claims to be the leader in the branded bra market, wants
to raise its profile and encourage brand re-evaluation, particularly
with its Wonderbra, Affinity and Cross Your Heart ranges.
Ketchum Life fashion director, Claudia Crow said: ’We developed some
highly original plans for the next year which we think will reinforce
Playtex’s position within the bra market.’
Pitches were heard at the beginning of last week and Ketchum Life was
awarded the contract last Friday, starting work immediately.
Previous incumbent, Jackie Cooper PR, which handled Playtex PR at the
time of its controversial ’Hello Boys’ advertising campaign is working
on the launch of Pretty Polly’s new underwear range called Niks,
scheduled for spring 1999.