EXCLUSIVE: Pacific Brands has moved the lead role on the Bonds account from Banjo to Clemenger BBDO Melbourne.
B&T revealed in January Banjo had been put on alert by the underwear brand, as it asked its four rostered agencies, including The Monkeys and AJF, to pitch ideas.
Clemenger has been tasked with working on the new campaign for a women’s underwear range due to launch shortly. However, Bonds says Banjo will retain some work on the account.
They had previously handled special project work for the brand, including the Birthday Project, giving away t-shirts with 35,301 unique birthdates on them, celebrating its 96th birthday.
That campaign was hailed as a success, although the back-end was hit with technical problems because of unexpectedly high demand for the t-shirts from the public.
A spokeman for PacBrands said: “We're a very big brand- available from Coles to David Jones to our own stores, for people eight seconds to 80 years, sold nationally and internationally, so we do need the best brains in the business and manpower to realise our ambition to be the most loved Australian brand globally.
“Lucky us to have two of the best agencies in Oz to help support us.”
Last weekend Banjo unveiled its campaign for the Flexits range with Pat Rafter being persuaded to do one last ad for the brand, on the proviso all the crew also strips down to their daks.
PacBrands said they have been “flying off the shelves” since it launched on Sunday.
Other acclaimed projects by Banjo for the brand had included the ’12 Days of Christmas’ festive spot in 2011 and the ‘Zip It’ campaign for the baby range, as well as the ‘Versus’ work.