HanesBrands is buying struggling rival Maidenform Brands for $575 million in a deal that analysts believe will provide much-needed marketing support to Maidenform and boost its retail presence. A Hanes spokesman said the company had no plans yet regarding Maidenform and advertising agencies. Maidenform's last agency of record was the Portland, Maine-based Via Agency in 2010. The company spent only $528,000 on measured media in 2011 and nothing on measured media in 2012, according to Kantar Media. Hanes, on the other hand, spent $24 million on measured media in 2012.