LEVI STRAUSS HIRES NINE DOTS
By Adnews Staff
Levi Strauss & Co. (Canada) of Richmond Hill, ON has hired Toronto interactive agency Nine Dots to develop a Canadian component for the existing <http://www.levi.com> global Web site. Nine Dots won the assignment over Toronto agency Novator. The firm will design and develop the Canadian component as a tool for marketing the Levi's brand in Canada. Victor Lam, consumer marketing manager at Levi Strauss, said the company's primary demographic of 15- to 24-year-olds is the group using the Internet the most. Adding the online presence will allow Levi to communicate with young people on their own "turf". The Canadian area will also link consumers to the Web sites of Canadian retailers that sell Levi's products online. Currently the Levi's global site consists of four sections: Europe/South Africa, USA, Asia Pacific and Latin America. The Canadian material is expected to be complete by December.