Looking Beyond Levi’s




TBWA Chiat/Day Plans to ‘Raise Hell’ in S.F.
SAN FRANCISCO–The rollout of its irreverent TV work for Levi Strauss & Co. in recent weeks has moved TBWA Chiat/Day’s San Francisco office into a new phase of its operations.
With print, outdoor and now TV work for Levi’s out in the market, the agency’s fledgling San Francisco office is gearing up to start pitching new accounts.
“We want to raise some hell up there,” said Lee Clow, TBWA Chiat/Day’s Venice, Calif.-based chairman and chief creative officer, who oversees the new office with president and chief executive officer Bob Kuperman. “It’s a fun market to be in.”
The goal, said Clow, is to couple the new office with the successful Venice office and create a thriving West Coast operation for the agency. The unit will set the creative bar for the agency’s four-office North American operations and for global parent TBWA Worldwide, he added.
After winning Levi’s $90 million jean business earlier this year, TBWA Chiat/Day executives promised the client that its San Francisco office would not pursue new business for at least six months, said sources. That period is now expiring.
While Clow confirmed that the San Francisco office is gearing up to pursue other clients, he added that the agency “will be very selective.”
The West Coast’s traditional creative leader returned to the San Francisco market in January by taking over sister Omnicom Group agency Ketchum Advertising’s office. (The former Chiat/Day ran a San Francisco office from 1980-90, which was later spun off into the current Goldberg Moser O’Neill.)
Besides Levi’s, the $100 million office has only pitched in one review –unsuccessfully defending Hunt-Wesson’s Orville Redenbacher popcorn account, which it inherited from Ketchum. The agency later split with the client on the rest of the business.
The office is led by managing director Carisa Bianchi, executive creative director Peter Angelos and media director Fred Sattler, who are said to be drawing up a list of clients they want to pursue, sources said.
Meanwhile, the agency will follow up its in-your-face “Hard Jeans” TV spots for Levi’s with new spots for “Soft Jeans” in July, said sources. Clow declined to comment on the upcoming work except to say: “There will be more cool stuff.