Magazine article Marketing

Gossard Cuts Ties with TBWA in 'Creative Row'

Magazine article Marketing

Gossard Cuts Ties with TBWA in 'Creative Row'

Article excerpt

Gossard, the Sara Lee-owned underwear brand, has parted company with TBWA/London - its third agency in a year - in an acrimonious row over creative strategy.

Shaeren McKenzie, Gossard's marketing director, claims to have fired the agency after clashing with chairman and creative director Trevor Beattie.

'TBWA and I have different views on lingerie advertising. I want to advertise to women not men, but traditionally the market has targeted men and I want to put a different spin on it,' said McKenzie, who joined the company last October from the Arcadia group.

She said her priority was to focus on business objectives, adding: 'I'm happy to engage in debate because that's healthy and of benefit to my brand and business, but it's not just about winning awards and creative kudos.'

Garry Lace, chief executive of TBWA/London said: 'We are happy to have parted company with Gossard. In the end, we simply couldn't do business with it. …

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