- Levis has handed its pan-European site development account to the new media agency Good Technology after a four-way pitch. The eu.levi.com project has been with the digital consultancy Lateral since 1997. Blueberry Net, Oyster and Red Sky Interactive are the other agencies understood to have pitched for the account.
The break from Lateral is being seen as marking a change in the direction of Levi's online strategy, which is expected to launch an e-commerce facility in Europe in the near future. According to Levi's the change was due to a compulsory periodical agency review.
Above-the-line advertising for Levi's is handled by Bartle Bogle Hegarty, which has also consulted on some of Levi's digital work in the past. Media is planned and bought by Starcom Motive, and the agency's digital branch Starcom IP handles the online media for the account, and will continue to do so.
Lateral won numerous awards for its online work for the clothes brand, which included the famous online Flat Eric campaign. Despite the loss of the European account, the digital consultancy has been given the US Levi's Silver Tab 'Lost But Not Lost' account. The agency's chairman Jon Bains, said: "We've done a lot of good work for Levi's over the last five years, and will continue to do so."
It is understood that the online advertising for the brand was not part of the brief won by Good Technology, and that this could well go up in a separate pitch.