• by Steve McClellan  @mp_mcclellan, October 4, 2022

Independent NYC agency Barker has been awarded strategic and creative duties for the Maidenform and Bali brands at HanesBrands, Inc. following a competitive review. Additionally, following initial project work this spring, HBI also recently added Playtex to Barker’s remit for a brand makeover.

The agency is tasked with revitalizing the iconic brands for a new generation of consumers.

“It’s such an opportunity for our agency to take these heritage brands that know intimate apparel better than anyone and help them pivot and resonate with what women want now,” stated Barker executive vice president/managing director Mary Beth Weil. “Our charge is to revitalize them and launch new product lines that epitomize independence and comfort.”

“Maidenform has a history of creating campaigns that get attention,” added Weil. “Their notorious I Dreamed campaign was featured in the award-winning Madison Avenue series MadMen. Having this legacy brand and its sisters under our purview will allow us to strategically create campaigns that captivate the attention of today’s consumers. To say this is a dream account is an understatement.”

Added Sandra Moore, vice president, intimates brand marketing. “We look forward to working with them as we revitalize and modernize Maidenform, Bali and Playtex.”