Abbott Mead Vickers BBDO has resigned the Gossard bra account it
has held for more than eight years, following repeated differences of
opinions over the agency's creative work.
Sue Garrard, a board account director at AMV, confirmed that the agency
had resigned the business on Monday. She said: "We put Gossard on the
map, and we've stuck with it through some very rough times."
Sara Lee, the US company that makes Wonderbra, bought Courtaulds
Textiles, the owner of Gossard, in a pounds 150 million deal in March
2000. Brian Duffy, the Gossard client, worked on the Wonderbra relaunch,
famous for its strapline: "Hello Boys", next to Eva Herzigova.
Garrard said: "We greeted the ownership of Sara Lee as good news and
were very keen to keep working with the brand. We did a campaign that we
were very proud of and presented the work to the clients. For reasons we
found impossible to fathom, the client asked us to stop work."
AMV won the Gossard account in January 1993. The agency has consistently
produced provocative work for the bra manufacturer, most recently in
October last year when it courted controversy with its G-spot
The Advertising Standards Authority ordered Gossard to pull down two
posters that read: "If he's late, you can always start without him" and
"Bring him to his knees" after upholding 37 complaints. Only one
execution, reading "Moan, moan, moan", was allowed to stay up. In 1996
the company faced the threat of having its future poster advertising
pre-vetted following 100 complaints about ads for its Glossies
Gossard was unavailable for comment as Campaign went to press.