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By Published on .

DDB Needham Worldwide, Chicago, snared Sara Lee Hosiery's $20 million-plus L'eggs creative and media planning assignments from Saatchi & Saatchi Advertising, New York, which had been the brand's agency for 25 years.

"We're delighted; it's an important win for DDB Needham/

Chicago." said Alan Pilkington, chairman of the office. "It's a high-visibility brand. It's a brand we believe we can help. We have experience with brands that need revitalization."


Although L'eggs is the leader in mass-market pantyhose, the category itself is in decline. In the 12 months ended in August, unit sales of pantyhose dropped 5.3%, according to NPD Group.

The marketer in September launched a major campaign from Saatchi for L'eggs Reliance durable hosiery, featuring Jamie Lee Curtis.

The agency also ran a b&w page ad in USA Today's sports section Sept. 20 noting it was "Sheer Audacity" for National Basketball Association star Dennis Rodman to request to appear in L'eggs advertising.


Saatchi, under forerunner Dan-cer-Fitzgerald-Sample, launched the brand and the tagline "Nothing beats a great pair of L'eggs" in the 1970s.

The account was quietly reviewed this summer among Saatchi, DDB Needham and other shops. Media buying remains at Ammirati Puris Lintas, New York.M

Contributing: Carol Krol.

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