Levi Strauss is to review its dollars 90 million US account,
dealing a blow to its agency of 67 years, Foote Cone & Belding, and
offering Bartle Bogle Hegarty a potential client for its long-awaited
entry into the US market.
The review is in the early stages and is expected to include a handful
of agencies and FCB. Goodby Silverstein and Wieden & Kennedy - which
work for Nike - will not be included.
Although BBH has not confirmed that it is on the shortlist, the agency
has enhanced its standing with Levi’s, a founding client. Robert
Holloway, BBH’s former European client, was appointed Levi’s first
vice-president of global marketing in 1996; BBH’s ’clayman’ spot was
taken up as the brand’s first global campaign in the same year; and the
agency’s Singapore office won the dollars 50 million account for the
Asia Pacific region earlier this year.
The review has been triggered by a slowdown in Levi’s sales. Steve
Goldstein, vice-president for marketing and research for Levi’s in the
US, said: ’We continue to get competitive pressure from designers and
private labels.’ Commenting on FCB, he added: ’We know what we have, but
we don’t know what is available.’