Insight into brand wins Levi's for TBWA Chiat/Day.(wins advertising account)

Advertising Age, February, 1998 by Cuneo, Alice Z.

Levi Strauss & Co has left its San Francisco, CA-based advertising firm, Foote, Cone & Belding, after dealing with the firm for 68 years. The jeans marketer's $90 million advertising account went to TBWA Chiat/Day. TBWA seemed to embody the spirit Levi Strauss was after, with Chmn and Chief Creative Officer Lee Clow, showing up wearing worn 501 Levi jeans.

After being presented with more than $1 million in strategic and creative ideas, Levi Strauss & Co.'s decision came down to a pair of jeans.

While most presenters from the five shops competing for the marketer's $90 million U.S. jeans account wore Levi's to the pitch, Lee Clow, chairman-chief creative officer worldwide at TBWA Chiat/Day, Venice, Calif., showed up in a pair of well-worn 501s that "he could...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.