Levi Strauss has handed its pan-European site development account to the new-media agency Good Technology after a four-way pitch.
The eu.levi.com project has been with the digital consultancy Lateral since 1997. Blueberry Net, Oyster and Red Sky Interactive are the other agencies understood to have pitched for the account.
The break from Lateral marks a change in direction for Levi's online strategy, which is expected to launch an e-commerce facility in Europe in the near future. According to Levi's, the change is due to a compulsory periodical agency review.
Above-the-line advertising for Levi's is handled by Bartle Bogle Hegarty.
Planning and buying is through Starcom Motive, with the agency's digital branch, Starcom IP, handling the online media for the account.
Lateral has won numerous awards for its online work for the clothes brand, including the famous online 'Flat Eric' campaign. Despite the loss of the European account, the digital consultancy has been given the US Levi's Silver Tab 'Lost But Not Lost' account. The agency's chairman, Jon Bains, said: 'We've done a lot of good work for Levi's over the last five years, and will continue to do so.'
It is understood that the online advertising for the brand was not part of the brief won by Good Technology, and that this could go up in a separate pitch.
Good Technology refused to comment on the win, and BBH was unavailable for comment as Campaign went to press.