Levi's goes global, taking the world in its very long stride
by Noel Young Marketing / UK
Levi's it seem has been around forever - and everywhere forever. So the news that the brand is to launch its first global ad campaign later this year is . . . surprising! Overseeing it is new Global Chief Marketing Officer Rebecca Van Dyck (pictured) who begins work on April 19, I am informed by Ad Age.
Ms. Van Dyck has I am told "plenty of global know-how". She was senior director - worldwide marketing and communications - at Apple, where she worked on the launch of the iPhone and iPad, to name but two. Before that, she was Nike's global account director at Wieden & Kennedy. Remember Nike's "Just Do It" campaign?
Her aim is to unify Levi's brand voice around the world. "One of the reasons this job now exists is to bring focus and consistency around the world," she said.
The first step towards a global approach came in 2009 with the appointment of Jaime Szulc as first global chief marketing officer. But the company still had separate operating structures for the Americas, Asia Pacific and Europe regions.
In September, a restructuring paved the way for a global, rather than a regional organisation.
Robert Hanson, formerly president of Levi Strauss Americas, became president of the global Levi's brand. Ms. Van Dyck will report directly to him.
Wieden & Kennedy has been awarded global creative duties. In addition to Wieden's Portland, Ore., office, which produced the "Go Forth" campaign in the Americas, its Amsterdam, Shanghai, Tokyo and Sao Paulo offices will work on the business. Omnicom Group's OMD is handling global media duties, including planning, buying, online and offline.
While the shift to a global operating structure is new for Levi's, Ms. Van Dyck said it's the only way she knows how to do business. "I'm a fan of consistent brand voice and experience around the world," she said.
Levi Strauss & Co. does not give sales by brand. But in reporting its fourth-quarter results, it said the company grew revenue across the world in 2010, due to the strength of the Levi's brand, among other things. The company saw a 7% jump in sales for the year ended Nov. 28.
by Noel Young Marketing / UK
Levi's it seem has been around forever - and everywhere forever. So the news that the brand is to launch its first global ad campaign later this year is . . . surprising! Overseeing it is new Global Chief Marketing Officer Rebecca Van Dyck (pictured) who begins work on April 19, I am informed by Ad Age.
Ms. Van Dyck has I am told "plenty of global know-how". She was senior director - worldwide marketing and communications - at Apple, where she worked on the launch of the iPhone and iPad, to name but two. Before that, she was Nike's global account director at Wieden & Kennedy. Remember Nike's "Just Do It" campaign?
Her aim is to unify Levi's brand voice around the world. "One of the reasons this job now exists is to bring focus and consistency around the world," she said.
The first step towards a global approach came in 2009 with the appointment of Jaime Szulc as first global chief marketing officer. But the company still had separate operating structures for the Americas, Asia Pacific and Europe regions.
In September, a restructuring paved the way for a global, rather than a regional organisation.
Robert Hanson, formerly president of Levi Strauss Americas, became president of the global Levi's brand. Ms. Van Dyck will report directly to him.
Wieden & Kennedy has been awarded global creative duties. In addition to Wieden's Portland, Ore., office, which produced the "Go Forth" campaign in the Americas, its Amsterdam, Shanghai, Tokyo and Sao Paulo offices will work on the business. Omnicom Group's OMD is handling global media duties, including planning, buying, online and offline.
While the shift to a global operating structure is new for Levi's, Ms. Van Dyck said it's the only way she knows how to do business. "I'm a fan of consistent brand voice and experience around the world," she said.
Levi Strauss & Co. does not give sales by brand. But in reporting its fourth-quarter results, it said the company grew revenue across the world in 2010, due to the strength of the Levi's brand, among other things. The company saw a 7% jump in sales for the year ended Nov. 28.
No comments:
Post a Comment