Levi’s lures global ad boss from Vodafone

Levi-Strauss, the US denim clothing brand, has poached Vodafone head of global advertising Colin Clarke to be consumer marketing director at its European division.

Clarke will report directly to Mariano Dima, vice-president of marketing at Levi-Strauss Europe. He will be responsible for developing the consumer communications strategy and creative content for the Levi’s brand in Europe and will be based in Brussels.

Clarke, a former Leagas Delaney managing director, joined Vodafone in 2002. He reported to David Wheldon, global director, brand and customer experience at Vodafone.

Late last year, Levi-Strauss made a raft of changes to its European operations (MW November 17). The European organisation was divided into two separate divisions, Levi’s Marketing and Levi’s Product, which will run across three clothing brands: Levi’s, Dockers and mass-market brand Signature.

Dima was previously promoted from European field marketing director to his current role. He replaced Sue Chidler, who left to become a freelance consultant (MW June 16, 2005).

Earlier this year, Levi- Strauss European head of digital marketing Helene Venge left the company to join Danish toy group Lego as global marketing manager of interactive business development.

Bartle Bogle Hegarty holds the global advertising account for Levi’s, having been appointed when the agency was founded in 1982. BBH has worked with Clarke previously on the Vodafone advertising account.

Earlier this month, the fashion brand opened its largest store in the Asia-Pacific region in Bangalore, India.

Called Levi’s Square, the store covers 836 sq m and is spread over three floors.

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