Levi Strauss selects BBH for US account as TBWA is dumped

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."

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