Revival Through Disruption: How Levi's reconnected with its core audience

The keynote presentation of Jaime Cohen Szulc, CMO of Levi Strauss & Co., at ad:tech San Francisco is covered in this report by Geoffrey Precourt, Warc's U.S.

Revival Through Disruption: How Levi's Reconnected with Its Core Audience

Geoffrey PrecourtWarc

Marketers who limit the focus of their activities to return on investment alone are ignoring a much broader, more important mandate, warned Jaime Cohen Szulc, CMO of Levi Strauss & Co. Far more important, he insisted, is the need for brands to be so disruptive that they make a powerful connection with their core audiences.

"Change will happen," he told an opening keynote audience at the 2010 ad:tech/San Francisco audience. "It's up to us to figure out how it will happen…. And this tackles the very core...

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