Chiat Day seizes Levi’s prize in US

The Omnicom-owned agency, TBWA Chiat Day, has beaten Bartle Bogle Hegarty, BBDO Worldwide, Hal Riney & Partners and the incumbent, Foote Cone & Belding, to triumph in the dollars 90 million full-service pitch for the Levi’s account in the US.

The Omnicom-owned agency, TBWA Chiat Day, has beaten Bartle Bogle

Hegarty, BBDO Worldwide, Hal Riney & Partners and the incumbent, Foote

Cone & Belding, to triumph in the dollars 90 million full-service pitch

for the Levi’s account in the US.



The news, which broke on Tuesday morning, comes as a bitter blow to True

North Communications’ FCB - which is dismissed after 68 years - and to

BBH, which has built its international reputation on the back of its

acclaimed Levi’s work for Europe and Asia.



The account will be handled from the new San Francisco office of TBWA

Chiat Day - previously the office of an Omnicom sibling, Ketchum

Advertising - as well as from Chiat Day’s office in Venice,

California.



Tom Fanoe, the president of Levi’s US, commented that ’while all five

agencies treated Levi’s as not just another apparel brand, TBWA Chiat

Day had the best mix of strategic thinking, creative power and the

vision of where we will ultimately guide the Levi’s brand together as a

marketing team’.



Fanoe said the new work, which may appear this summer or in the early

autumn, ’will not have such a singular focus on TV but will take many

forms, including interactive, out-of-home media and a lot more

print’.



TBWA Chiat Day’s work for the brand will have a lot to live up to. FCB’s

acclaimed Levi’s work urged shoppers to learn why Levi’s jeans ’go on’

seemingly forever.



The news does not affect BBH’s status as the Levi’s agency for Europe

and Asia, nor will it alter the agency’s plans to open a US office this

year. Gwyn Jones, BBH’s group business director, who was in the pitch

team, said: ’As far as we’re concerned, it’s business as usual. I hope

we’ve done nothing but enhance our position with Levi’s.’



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