NEW YORK: The Warnaco Group hired Kaplow as AOR for its Warner's and Olga brands, effective May 1, after a multiple-round review process. Kaplow will work with both intimate apparel companies to extend communications with consumers and the media, as well as oversee PR for the launch of two new product lines.
Doug Zarkin, VP of marketing for US intimate apparel for Warnaco, declined to disclose the size of the account, but called it an "initiative of substance."
The account runs the duration of the year and Kaplow will assist Warner's, which is the company's average-figure brand, with the introduction of a comfort wire line of bras, and will help Olga, part of the full-figured market, focus on continued growth and the launch of a wire-free line of bras.
Tina Haskins Chadha, EVP of Kaplow, said that the campaigns will target both traditional and online media and will work closely with marketing to ensure multiple touch-points. Five staff members will work on the day-to-day business for the Warner's and Olga accounts, as well as several senior-level agency members.
"The reason for bringing on Kaplow is to build on the success of our integrated marketing and consumer outreach programs," Zarkin said. "There was tremendous passion from the Kaplow family, and they have a unique mindset and understanding of how women shop and behave."
The agency bested Marina Maher Communications and BWR in the final round of the review.