It is not yet known whether Levi’s will review the business, which covers Europe and Asia as well as the UK, or move it into an existing roster agency.
Nigel Bogle, the BBH group chairman, resigned the account late on Tuesday, and the agency was informed on Wednesday afternoon.
The relationship between BBH and one of its founding clients is understood to have deteriorated in recent times, as the agency struggled to get its creative ideas through to production.
It has not created any work for the brand since the "secrets and lies" TV ad and a poster campaign for Levi’s Originals, both of which launched in 2008.
The network lost its US business to Wieden & Kennedy Portland in 2008 after BBH declined to repitch for the account. W&K launched a US campaign called "ready to work" for the brand in June.
BBH's 1985 "launderette" ad, starring the model Nick Kamen and featuring the Marvin Gaye track 'I Heard It Through The Grapevine', is largely credited with turning around the fortunes of the jeans manufacturer in the 80s.
Other iconic Levi’s ads include "creek" and "Flat Eric".
BBH calls time on Levi's
by Anne Cassidy, 14 July 2010, 6:20pm
Bartle Bogle Hegarty has resigned the Levi's ad account, bringing an end to a 28-year relationship that has spawned some of the most celebrated advertising of all time.
Tags:
United Kingdom,
Fashion / Clothing,
Europe,
Agency,
BBH,
Levis,
Ad campaign,
Television campaign,
Asia Pacific
All Comments
Richard Hayter - 15 July 2010
Astoundingly brave decision after 28 years of brilliant work. You have to love BBH.
Rob Mortimer - 15 July 2010
Laundrette, 'The one with Babylon Zoo', Flat Eric...these are all defining ad moments of the last 30 years. If the standard of work was as good as ever \(and I have no reason to suspect it wasn't) then this is a brave decision from both parties.
You would think such a mutually beneficial and long lasting relationship would make it easier to get work through, apparently not.
Kate Ritchie - 15 July 2010
Congratulations to BBH on many years of outstanding work. One of the most productive and genre-defining campaigns of the last 50 years.
Creek, drugstore, odyssey, launderette, all stone cold classics.
mike mathieson - 15 July 2010
Consistently outstanding work from BBH spanning a generation. Good on them for having the balls to call it a day.
Rich Sutcliffe - 15 July 2010
That is a shame. To emphasise the impact, I am today, and most days, wearing a pair of 501s, and have done since the 80s...not the same pair, natch...due almost entirely down to those ads.
Martin Thomas - 15 July 2010
Juxtapose this with W+K's latest work for Old Spice, featuring 100+ mini executions & you can effectively call time on the era of the creative epic. Great while it lasted but time for everyone to move on.
Brian George - 16 July 2010
Gosh Nige, that's a really brave move. Still I guess nothing last for ever and at least BBH have the legacy of some truly outstanding and iconic ads!
Be intersting to see who picks up the poisoned chalice following!
WALTER DENNY - 16 July 2010
Sad to see, but perhaps it's a sign of the times with clients getting more and more risk averse. And agencies finding it increasingly difficult sell in beautiful, ground breaking ideas, leading to ultimate frustration. Many agencies would just suck it up and carry on but not BBH, all credit to them.
Only registered users may comment. Sign in now or register for free.
- Client Account Manager, Brand Learning
- Attractive salary, bonus & benefits, Kingston Upon Thames, Surrey
- Marketing Capability Associate Director, Brand Learning
- Attractive salary, bonus & benefits, Kingston Upon Thames, Surrey
- Strategy Director - Leading Media Planning and Buying Agency, PFJ
- £100000 per annum + excellent, London
- System Administrator, Major Players
- £25000 - £30000 per annum, London
Your Comment