LONDON: Playtex, the brains behind the Wonderbra, is putting its consumer PR account up for grabs after parting company with its agency of nine months, Ketchum Life.
LONDON: Playtex, the brains behind the Wonderbra, is putting its
consumer PR account up for grabs after parting company with its agency
of nine months, Ketchum Life.
The move comes within weeks of the departure of Playtex’s marketing
director, Victor Crawford. Its timing is particularly poor for the
company: several of its competitors in the bra market have announced
plans to launch new products within the next two months.
Ketchum Life had promoted all of Playtex’s bras except for the Lovable
and Fila brands, which have been handled by London PR for the past five
The agency’s team was led by fashion director Claudia Crow, who reported
to Crawford. Playtex’s former European marketing director, Nick
Houghton, has assumed many of Crawford’s responsibilities as commercial
London PR’s work is not up for pitch, however, and the agency has
stepped in to fill the gap left by Ketchum Life until a new agency is
In confirming the move, Playtex managing director John Dixey said that
the pitching process would begin in the next few weeks. He declined to
comment on whether Ketchum jumped from the account or had been
’As often happens with major changes in personnel, it was difficult for
the relationship to continue,’ said Jane Boardman, Ketchum Life managing
The winner of the pitch will be Playtex’s third agency in just over a
year. Jackie Cooper PR ended its nine-year relationship with the company
in June of 1998 due to a client conflict.
Playtex was widely credited with revolutionizing the bra market when it
launched the Wonderbra in January 1994, but the brand has since been
copied by rivals.