Roughly a fortnight after agencyfaqs! reported a keenly contested pitch for the Levi's and Dockers accounts among some of Bangalore's top agencies, news comes of the accounts going to JWT India. The account moves from McCann-Erickson India. Confirming the news, Sanjay Gangopadhyay, general manager, marketing, Levi-Strauss (India), told agencyfaqs!, "We have decided to appoint JWT as our agency. We went through a very gruelling process for this, and there were two key parameters for evaluation - strategic thinking and planning for the brands, and the creative. We found JWT fitting our requirement on both these scores." He added that no decision has been made vis-à-vis the media duties, which is currently with McCann. This suggests there could be some more changes on the account in the days to come.
It may be recalled that last month, this web site had reported that some nine agencies had pitched for the business, estimated to be worth Rs 5 crore. The agencies in the fray were SSC&B, FCB-Ulka, Contract Advertising, JWT India, O&M, RKSwamy/BBDO, Orchard Advertising and incumbent McCann-Erickson. agencyfaqs! had also mentioned Rediffusion-DY&R, but has subsequently learnt that the agency was not in the picture. Interestingly, this is the fourth Bangalore-based apparel brand that has called for a review in recent times (Lee has already shifted from Grey Worldwide to Vyas Giannetti Creative, Arrow has lodged with Alok Nanda and Company, while the decision on Louis Philippe is expected soon).
While figures on the size of the domestic jeans market (where both domestic and multinational brands abound) are not available, it is acknowledged that the premium segment is dominated by four brands - Levi's, Lee, Pepe and Wrangler. According to Gangopadhyay, the company would like to reinforce its global leadership position in the country. He stated that Levi's has been in India for the seven years, while Dockers was just two years old. This, he believes, offers tremendous potential for the brands to grow and take leadership position.
Details on the two brands' planned positioning under JWT's custodianship are not forthcoming, but it is clear from sources that the company is looking at ways to make the brands "more hard-hitting" in their approach, so that they reached their respective target audiences more effectively. Â© 2003 agencyfaqs!First Published : February 07, 2003