Toccacelli & Associates


Levi Strauss & Co.

  • Launched Levi’s® Personal Pair™ jeans in Canada
  • Built unprecedented brand awareness through coordinated, strategic public relations campaign
  • Canadian President named marketer of the year by Canadian Marketing Association
  • Led the communications of the reversal of decision to source and market in China (PRC)
  • As part of their ethical sourcing guidelines, LS&CO. announced PRC did not have a suitable human rights environment to produce or market Levi’s® branded apparel
  • Decision became highly politicized as part of Clinton administration role regarding most favoured nation trading status for the PRC
  • In 1997 after a downturn in business and the handover of Hong Kong to the PRC, LS&CO. reversed this controversial decision
  • Managed the delicate negotiation and communications allowing LS&CO. not to fall out of favour with government of PRC

Endorsements

Under promises - over delivers!

Janet Sandor
Director of Communications/Senior Advisor at The Impact Group



James has been providing communications support to SAP for approximately 18 months. In that time he has provided speech writing, media training, proactive media relations and strategic communications counsel. James can always be counted on to provide senior leaders with prudent, thoughtful and candid counsel. His is senior enough to know his place, but forceful enough to ensure that his point of view is considered.

Mark Aboud
Global Head of Inside Sales at SAP