Starcom Motive has grabbed the centralised pounds 10 million pan-European media planning account for Dockers pants following a shootout against the UK incumbent, Media Planning.
The task will involve working on the Levi Strauss-owned brand alongside local agencies, which will continue to handle media buying on a country-by-country basis.
Starcom has handled media planning and buying for the flagship Levi's brand across Europe since the early 90s.
The Dockers business will be run from Starcom's London office, which has been presenting to Dockers against Media Planning over the past two months. No other agencies are believed to have been involved in the review process.
The decision to centralise European media strategy comes as the brand struggles to make an impact outside of the US. Earlier this year, the company returned to poster advertising in the UK after a four-year absence from billboards. The move followed the perceived failure of TV advertising to achieve a breakthrough in awareness. Bartle Bogle Hegarty, which developed the poster executions, is unaffected.
'We need a media partner who can help us challenge the conventions of the European marketplace and develop a strong presence for us,' the European media director for Levi Strauss, Paul Bay, said. 'Starcom Motive has clearly demonstrated that it can deliver this.'
The decision to award the centralised Dockers account to Starcom brings Levi Strauss' European media arrangements closer to the US model: the company centralised its US planning and buying for both Dockers and Levi's into OMD in March.