Gossard appoints WARL for £5m ads aimed at women

Marketing 22-Aug-02

Gossard has handed its £5m advertising account to through-the-line agency WARL, with a brief to make its brand tap into 'female insight'.

The Sara Lee Courtaulds-owned lingerie brand parted company with TBWA/London in July citing creative differences.

At the time, marketing director Shaeren McKenzie said that she wanted to advertise the brand to women and move away from 'sexy' underwear advertising aimed at men.

The first campaign from WARL will break in October promoting new g-strings, a product range that aims to take a slice of the £55m g-string underwear market (Marketing, July 25).

WARL, which will be the brand's fourth ad agency in just over a year, won the business without a formal pitch. McKenzie said: "They absolutely cracked the creative and are in tune with the whole positioning."

She added: "The whole positioning will be about women being themselves and making women look and feel beautiful."