Roster Shops Keep an Eye on Changes at Levi

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Agencies are watching and waiting for fallout from Levi Strauss & Co.’s shakeup last week of its marketing team.
Some agency sources see the changes as good for TBWA/Chiat/Day, which handles the ailing Levi’s brand. CEO Philip Marineau, who joined the client in September, has ousted Rob Holloway, vice president brand development for the Americas, with whom TBWA/C/D had a strained relationship, sources said. Holloway was once considered the savior of the brand by client management, but “Marineau felt he did not have the experience and track record needed for the job,” said Jeff Beckman, a representative for Levi, San Francisco.
TBWA/C/D has survived multiple management overhauls since winning the flagship Levi’s jeans business from longtime shop Foote, Cone & Belding in January 1998.

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