Dockers to partner with Kinetic & DraftFCB for Asia Pacific Division

29 Jan '07

3 min read

International lifestyle brand Dockers San Francisco gets ready to intensify its new brand positioning as it appoints new agency partners to communicate the brand relaunch through-the-line.

In a move to engage its core consumers of males aged 25-35, the Dockers San Francisco team has awarded Kinetic Singapore the task of building an online presence for the brand; and chosen DraftFCB to develop its advertising campaigns for the Asia Pacific Division.

Kinetic will develop the regional website – to be launched in June 2007 – aligning with the brand's global positioning of a top-to-toe lifestyle brand rooted in its city of origin San Francisco.

“The appointment of an Interactive specialist signals our intent to leverage the 'new' media to build deeper affinity with our core consumers. We feel very strongly the need to engage them online as a key strategy and we believe that Kinetic has the credentials that will help our brand cut through the clutter."

"Just as importantly, we appreciate their passion to be part of this exciting stage of the brand development, which was a prerequisite for us in the choice of agency partner. The brand is on a double-digit growth path and we want a passionate team to steer the brand and the business across the region to greater growth,” said David Smith, Vice President, Dockers San Francisco brand, Levi Strauss Asia Pacific Division.

"We're extremely excited by this opportunity because we see a lot of potential in the brand. In addition, we feel that the client has an excellent team on their end, one that we definitely look forward to working with. Comprehensively transforming the entire personality of a brand will provide a challenge that we'll relish. We thrive on challenges, after all”, said Carolyn Teo, Account Director, Kinetic Singapore.

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