Levi to Cut TBWA/C/D's Retail Role

Client Intends to Tap Roster Boutiques as It Shifts Advertising Focus
SAN FRANCISCO–Levi Strauss & Co. is expected to call upon its “boutique and design shops” to help step up its brand presence in retail outlets, as it seeks to end a sales slump.
TBWA/Chiat/Day, which now handles most of those duties, is expected to step back and give more attention to creating a fall campaign that puts Levi’s jeans in a more “sexy, sophisticated” light, said sources.
In a move to rekindle interest from department stores and their buyers, Levi Strauss & Co.