Gossard Bras splits with AMV BBDO after creative differences

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.