FCB WINS LEVI STRAUSS SIGNATURE JEANS ACCOUNT

Discount-Store Brand to Be Sold in Wal-Mart

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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.

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