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Huge has been selected by Kayser-Roth Corporation to serve as the agency of record for No Nonsense, a brand known for reinventing the legwear category.

The IPG agency's Atlanta office has responsibility overthe entirety of the brand's marketing efforts spanning creative, strategy, communications and media. The partnership kicked off in January 2018

No Nonsense invented the first control top pantyhose in 1976 and introduced socks to food and drug retailers in 2003. The brand said it has been innovating the apparel and hosiery industry for decades. The brand says it has has continued to evolve without losing their commitment to being stylish, high-quality, low-cost and eco-conscious.

The organization has plans to expand its brand beyond its loyal following to appeal to a new, younger audience through this partnership with Huge, reaching a digital demographic whose shopping habits differ from their original consumers.

"We're at an inflection point, both in our society and in the role the No Nonsense brand can play in the life of today's modern woman, and we found the perfect partner in Huge who believes in innovation and in empowering people to drive meaningful action in our world as strongly as we do," said Andrea Angelo, senior marketing director at Kayser-Roth. "Through our joint commitment to innovation, we're determined to be bold this year and bring our No nonsense attitude to a group of consumers who might not have traditionally thought of our brand this way before."

Carrie Philpott, Huge Atlanta's managing director, said: "In a world where being a woman is more empowering than ever, having a brand whose name is 'No Nonsense' is an amazing thing. We felt an instant chemistry and connection with the No Nonsense team, and we're excited to partner with the pioneers in the women's hosiery category to amplify their brand's strong voice."