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ATLANTA–The Martin Agency has won the estimated $15 million account for Hanes and Hanes Her Way. The Richmond, Va. shop prevailed over Chicago agencies Ogilvy & Mather, Leo Burnett and FCB, after a three-month review.
Hanes, a division of Sara Lee Branded Apparel, is headquartered in Winston-Salem, N.C. Incumbent Mullen/LHC, also in Winston-Salem, withdrew last month. Long Haymes Carr, which merged in April with IPG sister shop Mullen in Wenham, Mass., had held the account for 20 years.
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