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By Published on .

Levi Strauss & Co.'s Dockers division has awarded its new "consumer intimacy" account to Foote, Cone & Belding, San Francisco.

The company put its $90 million U.S. jeans account in review in October; FCB is vying to keep that work, and continues as the general agency for the estimated $50 million Dockers casual-pants account and estimated $20 million Slates dress-slacks business.

FCB won the new Dockers work in a pitch against Leo Burnett USA, Chicago, and Miller/Kadanoff/Huber and McCann-Erickson Worldwide, both San Francisco.

Billings on the new assignment were undetermined. Officials at Levi Strauss were not available for comment at press time.


The marketer in April awarded its first "consumer intimacy" project to Miller, for Levi's jeans. The project involves direct mail as well as gathering data from Levi Strauss' "Be In Club" on its Levi's Web site (www.levi.com). Those registering for the club have access to a deeper layer of content than casual visitors, as well as the ability to purchase a limited number of Levi's logo products online.

The company subsequently pulled its online advertising account from FCB, and eventually put the $90 million denim account in review. This fall the apparel marketer awarded its online business for creative and technical support to CKS Partners, San Francisco and Cupertino, Calif., which will handle Web sites for all three divisions.

Dockers this fall revamped its Web page (www.dockers.com) by adding a window to help men decide what to wear to fit both the occasion and their own personal style. The advice window allows visitors to select the type of occasion, from "laid back" to "tuned-in" to "dressed up." Then a selection of specific meetings is offered, such as first date or job interview.

Windows display a model wearing different fashions, and selected looks can be printed out and brought to a store for purchase. The site also includes a monthly survey, called "The Big Picture," in which participants are asked to respond to a number of usually irreverent questions.

The Web site additions were developed by Northern Lights, a division of True North, FCB's parent company.


The FCB win came as Levi Strauss completed its briefing of finalists for the strategic and creative assignment phase of its jeans review.

In addition to FCB, the contenders are BBDO Worldwide, New York and Los Angeles; Bartle Boggle Hegarty, London; Hal Riney & Partners, San Francisco; and TBWA Chiat/Day, Venice, Calif.

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