Anti-'Hello Boys' marketer leaves top Gossard role

by Sam Solley,, Marketing 30-Jul-03, 13:00

LONDON - Shaeren McKenzie, the Gossard marketer who last year lashed out at the 'Hello Boys' style of lingerie advertising, has quit suddenly.

McKenzie was marketing director for Gossard UK, a division of Sara Lee Intimates UK. The two parties claim to have parted by mutual agreement, though she does not have a job to go to. Stephen Holbrook, marketing director for Sara Lee’s sister Playtex division, replaces her.

McKenzie refused to comment on the reasons behind her departure, which remain unclear. She joined Gossard in October 2001 from The Arcadia Group and relaunched the Gossard, Berlei and Shock Absorber brands. Her stay at Gossard was turbulent, with four creative agencies in the two years.

Last year, its relationship with TBWA\London ended following a creative clash with Trevor Beattie. McKenzie stated that she didn't want ads that pandered to men.

She appointed WARL Change Behaviour to the business with a brief to tap in to 'female insight'. WARL's first work broke in October 2002, promoting its range of G-string products.

Playtex has yet to replace Holbrook.

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