Victoria’s Secret: Media Is Loose

Media planning and buying duties on Victoria’s Secret’s estimated $55 million ad account are in review and the creative agency has resigned the business, sources said last week.
The two agencies contending for the media duties are KSL Media, New York, the incumbent on the media buying portion, and Pro Media in Natick, Mass. Pro Media founder Nancy Ryan said last week her shop had won the business: “My last conversation with them was that they had awarded the business to us.” The client, however, said there had not yet been a selection.
Tarlow Advertising here, the incumbent on the media planning and creative portions, has split with its longtime client, agency president Dick Tarlow confirmed last week.
Edward Razek, president and chief marketing officer of Limited Brand and Creative Services, a division of The Limited in Columbus, Ohio, (which oversees all Victoria’s Secret’s brands), confirmed the 1998 ad budget and added that the creative duties have been temporarily taken in-house. He would not discuss the company’s future ad plans.
Tarlow would not say why his shop resigned. Razek said it was “a bittersweet moment,” and that it was “mutually agreed to move on.” One possible scenario: The agency got tired of the client micro-managing creative work. “We’re heavily involved in the creation of spots,” said Razek. Razek spent 10 years as a creative director at SBC Advertising, Columbus, which once handled Victoria’s Secret. He shifted to the client in 1983.
Recent work for the client’s Angel line featured Tom Jones and various supermodels as angels set among clouds.
The client will now develop a campaign to launch an as-yet-unnamed lingerie line featuring Tactel nylon fabric, said Razek.
In January, The Limited said it would shut its 118 Cacique lingerie stores and add 265 stores to its Victoria’s Secret and Bath & Body Works chains. There are about 800 Victoria’s Secret stores nationwide.

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