Barker Named AOR for Three HanesBrands Labels

By Kyle O'Brien 

Independent New York City agency Barker has been awarded strategic and creative duties for the Maidenform and Bali brands at HanesBrands, following a competitive review. Additionally, following initial project work this spring, HanesBrands also recently added Playtex to Barker’s remit for a makeover.

“It’s such an opportunity for our agency to take these heritage brands that know intimate apparel better than anyone—and help them pivot and resonate with what women want now,” said Barker evp, managing director Mary Beth Weil, in a statement. “Our charge is to revitalize them and launch new product lines that epitomize independence and comfort.”

Weil added that century-old brand Maidenform has a history of creating campaigns that get attention, including the notorious “I Dreamed” campaign that was featured in “Mad Men.”


“Having this legacy brand and its sisters under our purview will allow us to strategically create campaigns that captivate the attention of today’s consumers. To say this is a dream account is an understatement,” said Weil.

Sandra Moore, vice president, intimates brand marketing at HanesBrands said: “We look forward to working with [Barker] as we revitalize and modernize Maidenform, Bali and Playtex.”

HanesBrands joins Barker’s portfolio of clients, which also includes Randolph eyewear, Sunsweet Prunes, Audible and Lumify.