An AMV BBDO advertising supplement: Wrangler hands pounds 16m pan-Euro business to AMV’s ’Levi’s’ pairing

By JOHN TYLEE, campaignlive.co.uk, Friday, 21 November 1997 12:00AM

15 November, 1996

15 November, 1996



Wrangler has hired Abbott Mead Vickers BBDO - along with the team that

produced some of the highly acclaimed advertising for its biggest rival,

Levi’s - to handle creative work on its pan-European account.



The writer, Nick Worthington, and his art director, John Gorse, who

joined AMV from Bartle Bogle Hegarty in October, were assigned to crack

the brief.



It is their work that will run when the agency’s new TV campaign, with a

budget of between pounds 16 and pounds 20 million, breaks across Europe

in spring.



Michael Baulk, AMV’s chief executive, said: ’We asked Nick and John if

they felt they could wash Levi’s out of their hair. They’ve done so with

fabulous advertising which will certainly not be a Levi’s

derivative.’



Worthington and Gorse, whose work for Levi’s includes the famous ’creek’

and ’drugstore’ commercials, were a timely hiring for AMV, which was

already in discussions with Bob Coppage, Wrangler Europe’s president,

about a possible pitch for the account.



The agency heard last Friday it had secured the business after its

presentations had been researched alongside others from GGT and

Duckworth Finn Grubb Waters. Media remains at CIA Medianetwork.



Coppage said: ’AMV offered us a strategy for our brand and some creative

work for that strategy which was absolutely brilliant.’



Details of the creative approach remain under wraps but it is understood

it will continue to link the brand strongly with its American roots,

possibly through the use of real-life-style rodeo footage. It is also

expected to highlight jeans as a part of everybody’s wardrobe rather

than just a fashion icon.



Although Wrangler is the UK’s second biggest jeans brand with an 8.2 per

cent market share, according to AC Nielsen-MEAL, it lags behind Levi’s,

which leads the market with 25 per cent.



Baulk said: ’Levi’s has produced some outstanding ads which have been

ac-knowledged by agencies and consumers. Our task is to produce work

good enough to sit alongside them.’



This article was first published on campaignlive.co.uk

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