The Martin Agency Defeats Hanes’ Roster Lineup

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. Long Haymes Carr had held the account for 20 years, losing it in April after merging with IPG sister shop Mullen in Wenham, Mass.

Ad spending is estimated at $15 million.

Martin’s duties will include broadcast and print creative and media planning. Media buying remains at Star Com USA in Chicago, which handles buys for all Sara Lee divisions.

“The Martin Agency was selected over formidable competition,” said Paul Lustig, chief executive officer of Sara Lee Branded Apparel and executive vice president of Sara Lee Corp. in a statement. “We believed the Martin team best captured the differentiation that separates Hanes from the competition, making it consumers’ No. 1 choice.”

Martin’s category experience includes work for women’s underwear marketer Vanity Fair, children’s brand Healthtex and sportswear maker Wrangler.

“Agencies in our part of the world grew up in categories like banking, where it wasn’t easy to measure results,” said agency president and creative director Mike Hughes, who noted competition in the category is fierce.

“We have a lot of experience in direct response,” Hughes said. “Hanes, UPS and Olympus run advertising and watch sales move.”

He added, “A lot of people, especially men, have lifelong habits when it comes to buying underwear. We’re going to be deliberate and responsive, but fast.”