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Sara Lee Branded Apparel has awarded its Hanes and Hanes Her Way advertising account to The Martin Agency.
Initially, the review, which stretched to three months, was limited to Sara Lee roster shops. In the end, the Winston-Salem, N.C.-based client chose an agency without previous ties.
The Richmond, Va., shop prevailed over Chicago’s Leo Burnett, which handles Ball Park Franks; FCB, which represents Sara Lee’s frozen, baked goods and deli foods; and Ogilvy & Mather, another non-roster agency.
Incumbent Mullen/LHC in Winston-Salem withdrew from consideration last month.
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