Bartle Bogle Hegarty has tightened its grip on Levi's with its
appointment to handle creative work on the jeans brand in the US.
In switching the business - worth between $40 million and $60 million - Levi's ends a four-year relationship with TBWA/Chiat/Day
and aligns itself worldwide with BBH. The agency adds the US assignment
to the Levi's business it already runs in Europe and the Asia-Pacific
The appointment comes in the wake of a serious decline in Levi's sales
in the US and account conflict within TBWA/Chiat/Day, which also handles
business for Adidas and K-Mart.
BBH, which this year celebrates a 20-year association with the brand,
will produce the work out of its New York office. Creative for the
Levi's-owned Dockers label will continue to be produced by FCB in San
Robert Hanson, the president of the Levi's brand, said: "BBH has a long
and successful track record with us and it is deserving of the
opportunity to work on a larger stage."