Levi's retains Gem Group
By Adnews Staff
Levi Strauss Canada has appointed Toronto-based Gem Group its agency of record for grassroots promotions. The assignment is to "revitalize the brand image" among consumers aged 17 to 24. Gem Group, which specializes in sports and entertainment marketing, will begin a program in August that will associate the Levi's brand with three Canadian music and extreme sports properties. The clothing company considered proposals from five other unidentified agencies before hiring Gem Group. "Gem has an impressive list of clients and promotional programs that have created a brand ground-swell and that's the kind of agency we believe can help Levi Strauss maximize our current and future campaigns," said Barbara Gollert, Levi's director of marketing and merchandising.