The reported purpose of the review is to consolidate the 20 media agencies currently working with the brand to only one or two. In the US, Levi’s invested US$60 million on measured media last year. The estimated global measured media investment, according to Kantar Media, is up to US$100 million.
The creative business in the States remain with AOR agency Wieden + Kennedy. The latest campaign launched internationally is to promote Levi’s Curve ID line. The brand announced in July that it was splitting from creative agency BBH after 28 years in Europe and Asia.
Reported in February, Levi’s called a media pitch in China involving incumbent OMD and Mindshare. The brand also launched its made-for China product line Denizen in August, tageting the lucrative middle class consumer group between the ages of 18 and 28 in Asia.
