Ketchum Life beats three to Playtex bra PR

Playtex has handed the consumer PR account for its range of bras to Ketchum Life.

Playtex has handed the consumer PR account for its range of bras to

Ketchum Life.



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

Polly.



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

London PR.



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.



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