BBH and Levi's break up after 28 years

BBH said it proposed to Levi's that it was time for the two companies to move on, a proposal Levi's agreed to.

"The Levi's brand has been an enormously important part of the BBH story since BBH London won the business as a founding client in 1982," said Nigel Bogle, co-founder and group chairman of BBH. "We feel it is best that we part company, which we do on good terms. We wish Levi Strauss & Co. all the very best for the future. It has been a privilege to work on this iconic brand."

Sir John Hegarty, co-founder and Worldwide Creative Director of BBH added: "The ‘Original Jeans' campaign for the 501 is widely recognised as the most successful jeans campaign of all time. BBH and Levi's will always be linked by the great work we have produced together."

The relationship between BBH and Levi's has produced some of the most memorable advertising in Europe including commercials such as ‘Launderette', ‘Creak' and ‘Flat Eric'.

In Asia, the pair most recently launched the 'Your Colour. Your Sound' campaign to roll out Levi's new square cut colour collection in the Asian region.

John Anderson, President and CEO of Levi Strauss & Co. said: "We're grateful to BBH for nearly three decades of inspiring work. Their talent and leadership helped create memorable and award winning campaigns. Both teams decided that it's the right time to end our partnership'.

In another statement to Media, Anderson added: "Wieden + Kennedy is currently the agency of record for the Levi's Americas region. We will continue to evaluate the most strategic global solutions for our marketing and advertising campaigns in Asia and Europe."