Levi's launches blue-collar campaign

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Levi's launches blue-collar campaign Powered By Docstoc
					                                                                                                                                                           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
				
DOCUMENT INFO
Description: "We're turning the energy of 'Go Forth' into something tangible by engaging in meaningful conversations around real work, and celebrating the individuals who are leading the way for a better tomorrow," said Doug Sweeny, VP of marketing at Levi Strauss & Co. for the Levi's brand.
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