Via Hooks Up With Maidenform

BOSTON Via said its office here has added Maidenform following a review.

The client in Bayonne, N.J., manufactures women’s inimate apparel, and the agency views the win as important because it allows the shop to work for a nationally known brand with a track-record for memorable advertising.

“With a long history of breakthrough advertising and a senior management team committed to elevating the brand, Maidenform is the ideal business partner for us,” said John Coleman, Via’s CEO.

Creative development and media chores are included in Via’s mandate. Ad spending was not disclosed, nor were the other contenders in the Maidenform review.

The client has changed agencies fairly frequently through the years, usually spending $5-10 million annually in domestic measured media, per Nielsen Monitor-Plus.

Maidenform ads in the 1950s and ’60s showed women dreaming of all types of activities, from stopping traffic to barging down the Nile, while wearing Maidenform bras. Last fall, the brand put a modern spin on that theme with ads supporting its new collection of lightweight bras and panties. That campaign featured print, outdoor and point-of-purchase elements, as well as a strong interactive component.

Laspata/DeCaro in New York handled that effort.

Via ranks among New England’s largest independently owned shops, with headquarters in Portland, Maine, and an outpost in New York. Other key clients include Analog Devices, Dunkin’ Donuts, HP Hood and TD Banknorth.