BBH Singapore grabs Levi’s pan-Asia prize

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.

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

Zealand.



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.



’Levi’s did not promise us the business if we opened an office here,’ he

said.



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.



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