Levi Strauss calls £70m global media review

Levi Strauss & Co has launched a global review of its estimated £70m media planning and buying accounts, with a view to consolidating the business currently shared between roster agencies.

Levi Straus: calls global media review
Levi Straus: calls global media review

The review comes ahead of an anticipated advertising blitz for the denim stalwart, as it looks to reposition itself as a younger brand in the 110 markets in which it currently operates.

The bulk of the company's media activity (£40m) is currently focused in North America and handled by Omnicom’s OMD.

Levi's UK advertising has been largely dormant since 2007, with just £500,000 worth of media spend tracked by Nielsen in the past 12 months, handled by incumbent Starcom MediaVest Group.

A Levi spokesman confirmed a global review of the company's media requirements was taking place, and said its aim was to "create a consistent brand platform" and to "leverage the company’s global footprint to create efficiencies around the world".

Levi's is currently without a chief marketing officer, following the departure of Jaime Cohen Szulc last month.

In the interim, Larry Ruff, chief strategy officer, has assumed responsibility for the brand's global marketing strategies and initiatives.

Earlier this year, Bartle Bogle Hegarty officially resigned Levi's creative business after 28 years when it declined to repitch for the US business. The agency had not been commissioned by the company since 2008. The business went to Wieden & Kennedy Portland.

BBH was responsible for Levi's celebrated "launderette" ad in 1985, featuring Nick Kamen stripping to a Marvin Gaye soundtrack.