Maidenform In Review

Maidenform Worldwide, the New York-based brassiere and lingerie marketer, is looking for an agency to handle both creative and media duties on its inactive ad account.
The company’s vice president of marketing, Manette Scheininger, would not disclose billings, but sources estimated the account to be worth $3-5 million.
Scheininger did confirm, however, that the company is talking to about 10 shops, all based in New York, and will narrow the search down to two or three shops by the end of the month.
Maidenform’s most recent agency was Kirshenbaum Bond & Partners, which won the account in February 1996. Kirshenbaum resigned the account in early September after Maidenform filed for Chapter 11 bankruptcy protection.
Kirshenbaum’s most recent ad effort for the client was a print campaign that ran in women’s fashion magazines. Ads showed women putting on and taking off their bras, accompanied by some suggestive copy. The tagline was simply, “Unhooked.”
Scheininger said the company is looking for an agency that understands the strength of the Maidenform brand. “We need to continue to leverage that,” she said. The winning agency need not have previous bra or lingerie experience, but should be able to make creative use of a limited budget, Scheininger said.
Maidenform Worldwide’s main competitors are the Sara Lee Corp., which leads the domestic intimate apparel category with its Wonderbra, Playtex and Bali bra lines; the Warnaco Group, which markets the Olga line; and VF Corp., which markets Vanity Fair bras.