Carat gets a grip on Bendon’s unmentionables, wedgies GI Media

Following on from the recent news that Carat took the Sovereign Insurance account off OMD without a pitch, the agency has further bolstered its client list after being appointed to manage strategy and media buying for Bendon brands like Lovable, Elle MacPherson Intimates, MacPherson Men, Davenport, Pleasure State and Stella McCartney Lingerie across New Zealand.

“Bendon is an iconic brand that New Zealanders are immensely proud of and that we are pleased to add to the Carat family,” says Robert Harvey, managing director, media, for Carat’s parent company Aegis Media, which includes Catch! Media, Haystac, Apollo and Synergy. “The Bendon history of redefining lingerie is perfectly matched with the Carat ambition to redefine the value of media and we are really excited about continuing that tradition with the great team at Bendon.”

The incumbent for the “intimate apparel brand” was GI Media but Harvey was unsure who else was involved in the competitive pitch (in Australia, Bendon is working with Aegis company Vizeum, which doesn’t operate in this market, and its creative is done through Iris in Australia).

“We are delighted to be working with Carat as our media and strategy agency for retail and e-commerce in New Zealand,” says Luke Naish, Bendon’s general manager for retail. “With fourteen brands and a genuine multi-brand and multi-channel servicing requirement in FY’13, Carat offers us scale, capacity and talent at an incredibly important time of our own development.”

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