Agency: McCann Erickson | Author: Iain Wodehouse-Easton |
Levi Strauss northern Europe: Advertising in the UK 19771980
THE ADVERTISER
Levi Strauss Northern Europe is the marketing division for the brand's main products in the UK and Scandinavia.
In the context of this submission, the case for measurement of an effective campaign is centred on the major market of the UK, and covers the period since McCann-Erickson's appointment with effect from the 1977 advertising campaign.
THE PRODUCT
At the time of our appointment in 1977,the dominant product was the blue denim jean. Certainly the perception of the brand was based...