Euro RSCG swipes Wonderbra brand

By EMMA HALL, campaignlive.co.uk, Friday, 30 May 1997 12:00AM

Euro RSCG Wnek Gosper is believed to have snatched the Wonderbra account from TBWA/Simons Palmer, reuniting the underwear brand with Nigel Rose, the copywriter responsible for its most famous advertising line, ’hello boys.’

Euro RSCG Wnek Gosper is believed to have snatched the Wonderbra

account from TBWA/Simons Palmer, reuniting the underwear brand with

Nigel Rose, the copywriter responsible for its most famous advertising

line, ’hello boys.’



The move ends speculation that the prestigious account, which

TBWA/Simons Palmer resigned earlier this week, would follow Rose’s

high-profile former partner, Trevor Beattie, to GGT.



As well as Wonderbra, Euro RSCG has picked up the entire Sara Lee-owned

Playtex account across Europe, which includes brands such as

Affinity.



The pan-European account was previously split between Saatchi and

Saatchi and the TBWA network.



TBWA/Simons Palmer fell out with Wonderbra in the UK earlier this year

after the two failed to agree on a new creative direction for the

brand.



Meanwhile, Playtex began a pitch for its pan-European business between

Saatchis and Euro RSCG.



Wonderbra was TBWA’s highest profile account, although its UK spend last

year was only pounds 500,000. The ’hello boys’ campaign, which started

in 1994, made a big impact on the careers of Eva Herzigova, the

supermodel who starred in the ads, and Beattie, the then-creative

director of TBWA.



Although he willingly credits Rose with writing the original line,

Beattie has always been closely associated with the Wonderbra campaign,

and authorship of the work has been a publicly contentious issue between

the two creatives.



No-one at Euro RSCG was able to confirm the win. Paul Simons, the chief

executive of TBWA/Simons Palmer, who was unaware that a new agency had

already been appointed, said: ’Three of our campaign ideas have been

rejected at the Playtex headquarters in Rome, which has been

demoralising for the creatives.’



The ’hello boys’ Wonderbra campaign broke on St Valentine’s Day

1994.



The advertising continues to attract media attention but, despite fresh

bursts, it has not moved forward creatively in the three years since it

launched.



Two years ago, TBWA co-operated with Euro RSCG on a spoof Wonderbra

campaign for Kaliber low-alcohol lager.



This article was first published on campaignlive.co.uk

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