RELAUNCHING JANTZEN: Style specialist KraftWorks has been named the ad agency of record for the venerable Jantzen swimwear brand and is joining an effort to reposition it as a casual lifestyle label. National ads and a grassroots marketing campaign are slated to bow between next March and April. KraftWorks estimates billings for 2004 will come to $1.2 million. The new marketing mission will support the expansion of Jantzen’s offer from women’s swimwear to resortwear, and from men’s swimwear to activewear, sweaters and golfwear. Also set to debut are Jantzen accessories such as beach bags, towels, flip-flops and hats. The creative advertising effort for Jantzen previously was led by Leopold & Ketel.

MOVES AT MOTHERS WORK: Denise Adams has joined Mothers Work as general merchandise manager of the 755-store Motherhood Maternity unit, succeeding Susan Connelly, who’s left the firm. Most recently, Adams was senior director of merchandising at Casual Corner. She reports to Vana Longwell, president of Motherhood Maternity. Additionally, Deborah Defusco, general merchandise manager of the Mimi Maternity division, added the title of vice president. She continues to report to David Mangini, executive vice president of MW. In addition to her merchandising duties, Defusco, who’s been with MW since January 2001, will be involved in store-opening initiatives for the 125-unit chain.

PENNEY’S P.R. HIRE: J.C. Penney & Co. is expected to announce that it has hired Bratskeir/Brod Public Relations to promote the company in consumer media. Reportedly, an $850,000 contract was signed. Penney’s and Bratskeir/Brod officials were not available for comment Wednesday, though employees at Bratskeir/Brod acknowledged they were working on Penney’s. Penney’s historically has handled most of its p.r. efforts in-house, but sometimes farms out projects.

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