Levi Strauss Signature moves from O&M to JWT

It seems that the Levi’s Slim Jeans campaign has paid off for JWT. Levi’s has now consolidated its entire range of brands with JWT, with the exception of Dockers and Slates (both of which are in the custody of Meridian, the WPP Group agency). The Levi Strauss Signature range, which has been handled by O&M since its launch in India in October 2005, has now moved to JWT, Bangalore.

The size of the Levi Strauss Signature business, as per sources close to the development, is estimated to be Rs 10 crore.

JWT’s list of Levi’s brands now includes Levi’s, Levi’s Slim Jeans, Levi’s Red Tab, Levi’s Red Loop and, now, Levi Strauss Signature.

When the Levi Strauss Signature range was launched last year, the company was faced with two options: to either give the brand to JWT, which was already handling its other brands, or to bring another agency on board to bring in a fresh and distinct positioning for the new brand. It chose the second option and put O&M in charge of the new brand.

“However, as the brand progressed and developed in the market, we found it a better strategy for the long run to assign the brand to JWT,” says a source within Levi Strauss & Co. The source insists that both O&M and JWT are quite capable agencies and did good work on their respective set of brands. So, there is no issue of dissatisfaction.

For the record, Levi Strauss Signature is positioned as ‘Jeanswear for the Best Years of Your Life’. It is a youth brand that targets college goers seeking value in their purchases. Its properties are that it is a real, honest, every-day wear brand meant for those who lead fun-filled, colourful lives.

Currently, the Signature range has a strong foothold in the Southern market, but will soon roll out nationally as well. It will not limit itself to metros alone, but will go the whole hog to include Class I towns.

© 2006 agencyfaqs!