Between the Lines: BBH must raise creative bar

However tentative Levi's steps towards a fully blown advertising review are, the reports that the jeans manufacturer is even talking to other London agencies will have caused much soul-searching at Bartle Bogle Hegarty (page 1).

Not only is Levi's one of BBH's longest-standing accounts, it is one of the foundations upon which the agency's creative reputation was built, and one of the richest seams from which it has mined its success.

While Levi's decision to break cover owes much to the dark financial place that it finds itself in, BBH will surely look to its new-business record of the past 12 months and wonder whether commercial success has come with a creative price tag.

To many outsiders, including Levi's, it might appear that the former has been favoured at the expense of the latter.

If BBH is to retain its clear reputation as the best all-rounder in the industry, it needs to bed in its account wins and raise creative standards to ensure that they match commercial ones.

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