Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Discount-Store Brand to Be Sold in Wal-Mart

Published on .

NEW YORK (AdAge.com) -- Advertising for Levi Strauss & Co.'s new discount-store brand, Levi Strauss Signature jeans, was assigned to Levi Strauss roster shop Foote, Cone & Belding Worldwide, San Francisco.

FCB, an Interpublic Group of Cos. unit, had been the Levi's brand jeans agency until 1998. Publicis Groupe-backed Bartle Bogle Hegarty, New York, now handles the Levi's jeans brand.

Spending for Signature, sold in Wal-Mart Stores, was not disclosed, although work will initially be limited to in-store efforts.

Most Popular