Spanx Looks for Marketing Legs at TGM

ATLANTA TG Madison has added Spanx to its client roster, the agency said.

Joanne Truffelman, chairman at the Atlanta independent shop, picked up the assignment from Spanx founder Sara Blakely last month.

Spanx, a line of footless pantyhose and hosiery products, generated $30 million in 2003 retail sales, according to the company. The product has received “a ton of PR,” said Truffelman, including mentions on Oprah.

The hosiery, which retails for $21-30 per pair, is sold in stores such as Neiman Marcus, Saks Fifth Avenue, Nordstrom, Bloomingdale’s, Bergdorf Goodman, Parisian and Jacobson’s.

“We met at a Jane Fonda fundraiser,” said Truffelman, whose women-owned agency has represented the Ladies Professional Golf Association and the American Cancer Society. Truffelman said she worked up some estimates and pitched the account with a three-month trial.

TGM is the Atlanta company’s first advertising agency. Previously, Spanx, which was established in 2000, used Atlanta design firm Push and in-house resources.

TGM will handle collateral, point-of-sale and line kits for product launches scheduled for spring. New products include Slim-X, a body-shaper apparel line including pants, skirts and tops, and an “all-hosiery bra” called Bra-llelujah that supports without an underwire. “It’s so comfortable we’re working with breast cancer survivors,” said Misty Elliot, a company representative.

The effort will be handled by TGM’s Soho Design group.

The tone of the ads will echo the founder’s sense of humor. Blakely, a former standup comedienne and motivational speaker, said, “If we can make you smile or laugh while enhancing your assets, that’s even better.”

The company uses the tagline, “Don’t worry, we’ve got your butt covered.”

Annual billings are undisclosed.