TITLE

Levi Strauss seeks greater clout in media relationships

AUTHOR(S)
Cuneo, Alice Z.
PUB. DATE
March 1999
SOURCE
Advertising Age;3/22/1999, Vol. 70 Issue 12, p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the effort of Levis Strauss & Co. to find ways to maximize its relationships with the media, advertising agencies and other vendors in 1999. In one of its first moves, the jeans maker consolidated outdoor advertising placement with Outdoor Vision. Levi's traditionally allows its creative agencies to handle media as well. The company's advertising agencies are TBWA/Chiat/Day and Foote, Cone & Belding. According to Nancy Friedman, the company's vice president-marketing services for Levi Strauss, the decision to combine the outdoor buying for all three of its brands are logical. In addition, more of Levi's marketing spending will be heading toward outdoor, sponsorships and alternatives to traditional media.
ACCESSION #
1692688

 

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