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Hanes chief branding officer Sidney Falken has been with the Winston-Salem, N.C.-based firm for 23 years, originally starting out as an assistant marketing manager for its boys underwear division when George Herbert Walker Bush was POTUS.
Of course, the world has changed dramatically since those days, and Falken recently spoke with Adweek to discuss how she is moving the brand forward with online video, social media and—yes, TV ads—in a space that's become particularly competitive in terms of men's undergarment items.
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