Neogama BBH takes on Levi's entire Latin American business

Levi's has handed its key Latin American account to Neogama BBH, the Brazilian arm of Bartle Bogle Hegarty.

The clothing giant decided to move its Brazilian business to Neogama out of its incumbent Sao Paulo agency, FAM, after a consultation with BBH. The move means that Levi's is serviced by each of BBH's five international offices.

BBH is now looking to persuade other international clients, such as Unilever and X-box, to follow Levi's example and move their Brazilian accounts to Neogama BBH. The first work to arise from the win is likely to centre on press activity.

Simon Sherwood, the chief operating officer of BBH Worldwide, said: "The Levi's win is focused on Brazil. But this is a lead market in South America and any work designed for it may end up running in other regions."

BBH purchased a 49 per cent stake in Neogama in September this year.

The Bcom3 subsidiary Leo Burnett also owns a minority stake in Neogama, resulting in a three-way ownership structure. Neogama was founded in 1999 by Alexandre Gama and became the first Brazilian agency to win a Lion at Cannes.

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