Meridian bags creative duties of Levi Strauss' Dockers

MUMBAI: Levi Strauss' Dockers brand has assigned its creative business to WPP's Bangalore based ad agency Meridian Communication after a multi-agency pitch.

The company will be working with Meridian Communications as their communication partners for their two brands Dockers and Slates.

Dockers brand head Shyam Sukhramani said, "We are at the threshold of taking a giant leap for the Dockers brand in India and were looking for an agency that would reciprocate the same vision and passion. The idea was to assign the task to somebody who not only provides insight-led-strategy but also a positioning platform that elevates the Dockers Brand to a higher level."

"We have chosen Meridian as our partner, as the work that got them the account is indeed quite path-breaking. We definitely see this work being applicable pan-Asia. It will present a new face of Dockers that will tie-in to the global Dockers San Francisco positioning," he added.

This is Meridian's significant new business win, since it was set-up two months ago.

Meridian Communications executive vice president Ganesh Raman said, "We are thrilled to be working with Dockers. Levi Strauss & Co wanted an agency that explores, comes up with new ideas, an agency that breaks the traditional mould. We had shared our recommendations and Dockers was delighted. It's proving to be a great start for us, the whole Meridian camp is ecstatic."

Meridian Communications national creative director N Ramesh said, "Working on Dockers is really exciting for us, it's a great brand and the client is great too, they are encouraging us to break conventions as we work on and build this brand, not too many clients do that these days."

In India, retail development has led to a repositioning exercise with the first Dockers San Francisco store that was opened in Gurgaon in December 2005, followed by New Delhi in January this year. In another couple of months, seven more such store openings are on anvil.

The Dockers brand and Meridian Communications are partnering to develop this new positioning from a communication and brand development perspective.


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