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Industry: Email Alert RSS FeedAccount Moves: Bartle Bogle tapped to cure Levi's blues; Jeansmaker tries to hitch up sagging sales.(Brief Article)
Advertising Age, January, 2002 by Cuneo, Alice Z.
Phil Marineau, who has barely stopped the unraveling of tattered jeansmaker Levi Strauss & Co., took his first major marketing step last week to salvage the brand.
Levi Strauss shifted its $66 million U.S. jeans account to Bartle Bogle Hegarty, New York, from TBWA/Chiat/Day, San Francisco. Though the incumbent was surprised by the shift, there had been considerable speculation Bartle Bogle would get the business (AA, Dec. 3). The move was reported first on AdAge.com (QwikFIND aan02p).
``It's about time'' embattled Levi Stauss switched agencies, said Harry Bernard, chief marketing officer and partner at Colton Bernard, an apparel consulting firm.
News of the shift came in a phone call from New York from Robert Hanson, president of Levi's North...
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