Denim giant Levi’s has hired Apple marketing guru Rebecca Van Dyck to spearhead the brand’s global communications strategy, helping to fill the void created when Levi’s was dropped by its ad agency.
At Apple, Van Dyck led the worldwide marketing and communications strategies for the launches of products including the iPhone and the iPad. Before that she was Nike’s global account manager at ad agency Wieden + Kennedy, and is credited as the primary architect of Nike’s “Just Do It” campaign.
At Levi’s, she will take up the role of global chief marketing officer.
Levi’s has been associated with some of the most iconic TV ads of the last 20 years, created by ad agency Bartle Bogle Hegarty, and helped make seven singles into number one hits over the companies’ 28-year relationship. However, BBH resigned from the Levi’s account last summer.
Levis president Robert Hanson said: “Becca is a world-class marketer whose deep understanding of consumer behaviour and innovative approach to engaging with consumers will help take the Levi’s brand to the next level.
“Her proven success in creating and managing consistent and disciplined marketing experiences across diverse geographies and cultures will be a tremendous asset.”
Van Dyck added: “Levi’s is one of the world’s most innovative and iconic brands and I am looking forward to building upon its heritage.”