Bartle Bogle Hegarty has cemented the agency’s 15-year relationship
with Levi’s by carrying off the advertising account for the Asia Pacific
region, worth an estimated dollars 50 million.
BBH Asia Pacific will work alongside the incumbent, McCann-Erickson,
which has been retained as the media planning and buying agency for
Levi’s across the region, with the exception of Japan, Indonesia and New
Simon Sherwood, the former managing director of BBH in London, who
opened the agency’s office in Singapore last October, said: ’When BBH
opened for business here we got involved with regional people from
Levi’s and helped them assess what they needed.’
Sherwood denied that the appointment was a foregone conclusion and said
both McCanns and FCB had ’probably’ held a ’parallel’ conversation with
’Levi’s did not promise us the business if we opened an office here,’ he
BBH will manage pan-regional strategy and create advertising for Korea,
Hong Kong, Taiwan, the Philippines, Indonesia, India, Australia, New
Zealand and Japan. A pair of 501s costs as much as USdollars 150 in
Japan, and as little as USdollars 25 in India.
The win marks the first appointment by Levi’s of a regional agency for
the whole Asia Pacific area.
Previously, McCanns had placed ads created within individual countries,
or individual countries would run work created by BBH for Europe or by
FCB for Levi’s in the US.
BBH’s win was aided by the success of its first global commercial for
Levi’s, ’clayman’, which ran last year. It won 220,000 votes in a live
telephone poll to find the most popular commercial broadcast in
Singapore, while the second placed ad received 40,000 votes.