TBWA C/D Wins Levi's

Agency Stresses Brand Strength Over Tags

SAN FRANCISCO–As part of its winning pitch for the $90 million Levi’s brand account, TBWA Chiat/Day proposed abandoning the use of a tagline in future advertising.
Lee Clow, the agency’s chairman and chief creative officer, told the review committee: “Your brand is your tagline,” said sources. Levi’s has not been advertised without a tag in decades.
Also among the ideas TBWA C/D presented was a strategy to reinforce the brand’s iconic status–with ads focusing, for instance, on a piece of Levi’s imagery, such as the red tab found on its jeans or a new image created by the agency, said sources.