BBH calls time on Levi's

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.

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".