Having separate media and creative agencies is still uncommon in Korea, but Levi's marketing brand leader Kung-Ae Choe said the brand was seeking a more efficient media plan. "Creative is very important but media buying is as important as creative," she said. "Therefore we wanted to work with the best talent of each category."
Levi's is planning to launch a more diverse range next year, including women's business and men's premium lines.
The clothes label wants to use media to increase its familiarity and credibility with Korean consumers as more brands enter the market, promoting themselves through a range of different channels, including online.
Key rivals include CK Jeans, Guess and local label Buckaroo.
BBDO loses Levi's task to Welcomm
Levi's is to spin off its US$4 million media assignment, awarding the business to Welcomm ZenithOptimedia after a three-way pitch against incumbent BBDO - which continues to handle creative and online -Â and PDS Media.