TITLE

Levi's $75 mil TV account in review

AUTHOR(S)
Cuneo, Alice Z.; Snyder, Beth; Petrecca, Laura
PUB. DATE
January 2000
SOURCE
Advertising Age;1/31/2000, Vol. 71 Issue 5, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the review of the U.S. broadcast and cable television network advertising account of Levi Strauss & Co. The account could reach $75 million. The review, according to Strauss spokesman, is being undertaken to enable the firm to maximize its leverage, flexibility and efficiencies across the Levi's and Dockers brands. Print and spot television buying and creative assignments are unaffected by the review. Agency media executives said Levi's request for proposals pegs the business at $50 million to $75 million. That indicates the company may be ramping up television advertising. Measured media figures show that for the first nine months of 1999, the Levi's brand was supported by $21 million in network and cable television, while Dockers received $16 million.
ACCESSION #
2733606

 

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