The real proof of work being appreciated by clients is when they not only continue doing business with you but also give you charge of new businesses. No one would know this better than JWT, Bangalore, which recently won the account of the Levis Strauss Signature range. This makes JWT in charge of Levi’s, Levi’s Slim Jeans, Levi’s Red Tab, Levi’s Red Loop and Levis Strauss Signature. The Signature account was earlier handled by O&M since its launch in India in October 2005.
ATP Ramani, Business Head, Levis Strauss Signature, said, “When we launched the Signature range, we had two options – get in a new agency or let JWT handle the Signature brand. We decided to sign O&M to give the brand a fresh position.”
Commenting on the Signature brand moving to JWT, Ramani said, “Both JWT and O&M have done good work for Levi’s. As we proceeded, we thought it was more prudent to give the Signature brand to JWT.”
For the record, Levi’s brands – Dockers and Slates – are in the custody of Meridian, the WPP Group agency.
Signature is the standard segment offering from the Levis Strauss & Co. Signature is positioned as the jeans for college going kids for whom both quality and affordability are key issues. It is an everyday wear brand that comes with the guarantee of Levis Strauss & Co quality, but with a great value proposition. The range is priced lower than the Levi's Red Tab, which operates in the premium segment while Red Loop is clearly targeted at the super premium segment. The Signature range is positioned as stylish, trendy and affordable.
Currently the Signature range of products is available in the South, East and in Maharashtra. But there are plans for a national roll-out in the next 6-8 months.
Ramani added, “While JWT has done some excellent and award winning work for Levi’s, O&M, too, has done some great work for us.”
Dhunji Wadia, Senior Vice-President and General Manager, JWT Bangalore, said, “We are happy when we get new business and even happier when we get it from our existing clients. There is no better testament to an agency’s ability to deliver than winning incremental business from an existing client. This truly reflects their faith in our capabilities.”
A slew of innovations and new products launches are also on the anvil. As Wadia said, “Levis Strauss & Co’s vision is to clothe the universe. We are doing our bit for India. The next few months promise to be quite interesting.”
JWT is currently working on an Autumn-Winter campaign for the Southern market. According to Ramani, the campaign was expected to release in September 2006.