The inspector general's report, obtained by a Freedom of Information request by DMNews, noted that [Robert Bernstock] "improperly utilized Postal Service employees and property to conduct his outside business interests," and "used his subordinate staff to conduct work that supported his outside business activities."
www.dmnews.com | July 12, 2010 | DMneWS | 5 Drtv keeping creative fresh p13 retail the power of tweens and teens p15 printing maximizing direct mail with multidimensional mail p16 Improper actions of Levi’s launches blue-collar campaign former top official By Dianna Dilworth because our work wear collection is about : found at USPS Levi’s has launched an integrated market- ing campaign to promote its fall work wear craftsmanship and attention to detail.” All campaign creative was shot in Brad- collection. The brand aims to inspire con- dock with the goal of inspiring consumers By Frank Washkuch sumers to “re-imagine America” by taking a to follow the town’s lead. Tyler Whisnand, : After a nearly year-long investigation, cue from its “Go Forth” brand positioning. creative director at Wieden & Kennedy said, the US Postal Service’s Office of Inspector The campaign includes e-mail, a micro- “Levi’s is all about authenticity and we General found that Robert Bernstock, the site, social media, banner ads, search, online wanted to show off the line in an authen- agency’s former president of mailing and video, in-cinema ads, TV, print and out-of- tic way.” shipping services, improperly used his posi- home. Wieden & Kennedy developed the Levi’s has donated money to refurbish tion to conduct outside business and to help campaign’s creative and traditional elements, Braddock’s community center and supported award noncompetitive contracts to former while Razorfish is managing its digital execu- the town’s urban farm, which supplies pro- business associates. tions. In-cinema ads debuted July 2, while the duce to residents at reduced costs. The more The Postal Service had credited Bernstock rest of the campaign launched July 4. recent work continues this message by focus- with spearheading the “Summer Sale” pric- “We’re turning the energy of ‘Go Forth’ ing on re-imagining the American town. real, working-class people used in levi’s ads ing incentive, the Priority Mail Flat Rate into something tangible by engaging in “We needed something that would put the Box integrated marketing campaign and the meaningful conversations around real work, residents of Braddock, PA, which is trying ‘Go Forth’ spirit to work, Whisnand said. Intelligent Mail barcode app. and celebrating the individuals who are to revitalize itself by encouraging a culture Jaime Cohen Szulc, CMO and SVP of Bernstock resigned June 4. He was replaced leading the way for a better tomorrow,” of local artists and craftsmen. Levi Strauss & Co. told DMNews this spring in an acting capacity by Susan Plonkey. said Doug Sweeny, VP of marketing at Levi “We hope to engage workers everywhere that the goal of “Go Forth” is to harness the idea The inspector general’s report, obtained Strauss & Co. for the Levi’s brand. and inspire them through stories of the new of “change” that then-Senator Barack Obama by a Freedom of Information request by The campaign ads feature stories about American worker,” Sweeny said. “We decid- introduced during his 2008 presidential DMNews, noted that Bernstock “improp- the “new American worker.” The ads star ed to focus this fall’s campaign on workers campaign. l erly utilized Postal Service employees and property to conduct his outside business interests,” and “used his subordinate staff to conduct work that supported his outside Longtime partners CommonHealth Management team and Ogilvy Health Worldwide merge at Infogroup named business activities.” Bernstock also requested that contracts be awarded noncompetitively to specific suppliers, resulting in six contracts going to By Kevin McKeefery By Kevin McKeefery persons or companies that had prior busi- : WPP Group has merged agencies Com- and specifically in the US, but doesn’t have : CCMP Capital Advisors unveiled the ness relationships with him, according to monHealth and Ogilvy Healthworld to a strong global network. Although Ogilvy new leadership team for Infogroup July 1. the report. It also said he entered into an form Ogilvy CommonHealth Worldwide. Healthworld has a solid business in New Infogroup shareholders approved CCMP’s unauthorized oral contract with a business Matt Giegerich, until recently the president York, it doesn’t have as big a footprint in purchase of the company June 29. colleague representing Goldman Sachs, and CEO of CommonHealth, is leading the US as CommonHealth, but has a large Clare Hart, previously president of the agreeing to pay the company a minimum of the combined agency. Financial terms of global network.” Dow Enterprise M
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