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Headquarters: San Francisco.

Sales: Estimated $6 billion-plus, a record, worldwide for 1994 (official numbers will be released in February).

Leadership: Robert Haas, chairman-CEO; Thomas Tusher, president-chief operating officer; Robert D. Rockey, president, Levi Strauss & Co., North America. Division presidents: George Porter, Levi's USA; James Capon, Dockers USA. Consumer marketing directors: Steve Goldstein, Levi's USA; Robert Hanson, Dockers USA.

Ad spending: Bulk of spending is $100 million for North America.

Agencies: Foote, Cone & Belding, San Francisco (lead agency; handles North America); Bartle Bogle Hegarty, London (Europe); McCann-Erickson Worldwide (South America, Asia, Australia); Mendoza, Dillon & Asociados, Newport Beach, Calif. (U.S. Hispanic).

Recent successes: Turned around its missed marketing opportunity in wrinkle-free and has begun to make headway against competition; increased awareness and share in women's jeans line.

Challenges: Keep products relevant by shortening design cycle; restructure manufacturing and distribution cycle to keep shelves stocked and replenished in a competitive time frame; continue to freshen Dockers brand to younger target to capitalize on casual businesswear trend.

Source: Advertising Age and Levi Strauss & Co.

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