Company chooses VIA for next phase of brand building effort
Portland, Maine, June 21, 2007 – The VIA Group announced today that it has been selected by Maidenform Brands Inc. (Maidenform), as its agency of record. With offices in New York, N.Y. and Bayonne, N.J., Maidenform is a global intimate apparel company with a portfolio of established and well-known brands, top-selling products and an iconic heritage. The company has a proud history of speaking to women through revolutionary advertising and marketing. VIA's charge will be to work with Maidenform to create advertising and marketing campaigns on par with the brand's proud legacy.
VIA secured the business after a competitive review. The scope of work will include advertising, branding, strategy, research, media planning and buying, and interactive development. The account will be managed out of VIA's Boston office. Work will begin immediately.
"VIA and Maidenform are dedicated to building a strong creative and strategic partnership," said Sally Skidmore, Maidenform's Vice President of Marketing and Advertising. "VIA has established a team of gifted and impassioned individuals devoted to making Maidenform stand out in the mind of the consumer. We are truly delighted to have them on board."
"With a long history of breakthrough advertising and a senior management team committed to elevating the brand, Maidenform is the ideal business partner for us," said John Coleman, VIA's CEO and founder. "We are eager to work with Maidenform to create campaigns that will build upon the brand's strong tradition of honestly speaking to women through breakthrough advertising and marketing."
About Maidenform Brands, Inc.
Maidenform Brands, Inc. is a global intimate apparel company with a portfolio of established and well-known brands, top-selling products and an iconic heritage. Maidenform designs, sources and markets an extensive range of intimate apparel products, including bras, panties and shapewear. During the Company's 85-year history, Maidenform has built strong equity for its brands and established a solid growth platform through a combination of innovative, first-to-market designs and creative advertising campaigns focused on increasing brand awareness with generations of women. Maidenform sells its products under some of the most recognized brands in the intimate apparel industry, including Maidenform®, Flexees®, Lilyette®, Sweet Nothings®, Rendezvous®, Subtract®, Bodymates® and Self Expressions®. Maidenform products are currently distributed in 48 countries and territories.
The VIA Group
Founded in 1993, VIA is an agency with a long track record of helping companies grow by producing creative and effective marketing, branding and advertising programs. Current clients include Monster, Maidenform, HP Hood, Uno Chicago Grill, Dunkin' Donuts, TD Banknorth, Analog Devices, Silverstein Properties, Arrow International and Guardian Industries who are served from offices in Portland, Maine; Boston; and New York City.
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