Tough times in the advertising world where the decision of Levi Strauss to end a 67-year relationship with the advertising agency that helped make its brand known around the world illustrates how bottom-line considerations rather than historical relationships reign supreme.
The company has moved the $80 million account for advertising its flagship Levi brand from Foote, Cone & Belding to Los Angeles- based TBWA Chiat/Day in a move which underscores the severity of a market share slide that is forcing the 148-year-old denim blue jeans manufacturer to close 11 plants and eliminate more than 6,000 jobs.
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