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Meridian bags creative duties of two Levi’s brands – Dockers and Slates

12-April-2006
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Meridian bags creative duties of two Levi’s brands – Dockers and Slates

Dockers have assigned their creative business to Meridian Communications. Levi Strauss & Co has announced that they will be working with Meridian Communications as their communication partners for their two brands – Dockers and Slates.

Shyam Sukhramani, Brand Head-Dockers, said, “We are at the threshold of taking a giant leap for the Dockers brand in India and were looking for an agency that would reciprocate the same vision and passion. The idea was to assign the task to somebody who not only provides insight-led-strategy but also a positioning platform that elevates the Dockers brand to a higher level.”

“We have chosen Meridian as our partner as the work that got them the account is indeed quite path-breaking. We definitely see this work being applicable pan-Asia. It will present a new face of Dockers that will tie in to the global Dockers positioning.”

Dockers is targeted at those who subscribe to the notion that clothes are both a means of expression and a way to live a more interesting life. Slates, on the other hand, is targeted at those who appreciate quality and style even though it comes at a premium.

This is Meridian’s significant new business win since it was set up just about two months ago.

Ganesh Raman, Executive Vice-President, Meridian Communications, said, “We are thrilled to be working with Dockers. Levi Strauss & Co wanted an agency that explores, comes up with new ideas, an agency that breaks the traditional mould. We had shared our recommendations and Dockers was delighted. It’s proving to be a great start for us, the whole Meridian camp is ecstatic.”

Excited by this win, N Ramesh, National Creative Director, Meridian Communications, said, “Working on Dockers is really exciting for us, it’s a great brand and the client is great too. They are encouraging us to break conventions as we work on and build this brand, not too many clients do that these days.”

Meridian Communications is a full-service ad agency of the WPP Group based in Bangalore. The WPP Group agency will expand to other cities in the near future.

The Dockers brand, which has hitherto been the quintessential Khakis brand, has been repositioned as Dockers® San Francisco, after the city where it was born 20 years ago.

In India, Retail development has led this repositioning exercise with the first Dockers San Francisco store, which was opened in Gurgaon in December 2005, followed by New Delhi in January 2006. In another couple of months, seven more such store openings are on the anvil.

Dockers and Meridian are partnering to develop this new positioning from a communication / brand development perspective. Post a multi-agency pitch, Meridian came out as the agency of choice to build this business for Levi Strauss (India).

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