Jockey Y-fronts PR win for Brazen

Underwear giant Jockey has hired Manchester-based Brazen after an 18-month agency hiatus as it seeks to exploit the 70th anniversary of the company’s famous Y-fronts.

A five-strong team at the 25-strong Brazen operation will run the account led by account director Gary Bramwell.

The US firm has charged Brazen with reinvigorating the brand, building on its heritage and work around product launches such as a new lightweight fabric Meryl.

‘We are targeting everyone from wives through titles such as Marie Claire and Red to men via mags such as GQ, Esquire and FHM,’ said Brazen director Emma Thornley.

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