Levi’s gives European media task to Motive

Levi Strauss has ditched its European media arrangements and appointed Motive Communications to review all of its media suppliers and manage its European planning and buying business.

Levi Strauss has ditched its European media arrangements and

appointed Motive Communications to review all of its media suppliers and

manage its European planning and buying business.



Motive has been officially appointed as full-service media partner

across Europe for Levi’s. Instead of Levi’s appointing its own media

agencies in each European country, Motive will now select its preferred

media partner.



Motive has already replaced HMS Carat with Initiative Media in Germany,

MindShare with Starcom in Spain and Concerto with The Media Company in

France.



Iain Jacob, the executive director of client services at Motive,

commented: ’We aim to use the strongest and most appropriate media

company in each market, while developing and deploying cohesive,

integrated media strategies.’



Motive has worked with Levi’s for the past seven years, handling the UK

media planning and buying business and steering the international media

strategy. But this is the first time the agency has been involved in

controlling the local media function in individual markets around

Europe.



Xavier Gauderlot, European associate brand manager at Levi’s, said: ’How

our brand uses media is critical to its success. We want to both improve

our strategies and to ensure we are highly productive and accountable.’