Mediastar has emerged as the agency handling the UK media planning and
buying business for Dockers Europe after the company split with Motive
(Campaign, 12 July).
Mediastar landed the business this week without a competitive pitch.
Dockers, a division of the jeans giant, Levi’s, originally appointed
Motive last summer for the brand’s UK launch (Campaign, 20 June 1995).
However, the agency and client agreed to part company earlier this
Although Motive handles media planning and buying for the Levi’s jeans
range, Dockers Europe operates as a separate company.
Dockers - a range of chino-style trousers - is planning a poster
advertising campaign throughout September and October, and Mediastar is
already working on the brief.
Dockers is aimed at a core market of 25- to 34-year-old males and the
company wants to become the UK’s first major smart-casual brand in a
market dominated by own-label products.