According to a source, the business was awarded after a joint pitch from OMD and W+K. It is the first time Levi’s has consolidated with two agency partners.
Levi's has expanded its global media relationship with OMD, consolidating its media from three agencies to one — ousting incumbents Starcom and Mediacom.
In Asia Pacific, OMD currently handles the brand in China and Hong Kong. The new arrangement will add Australia, Korea, Singapore, Philippines, Indonesia and New Zealand to their current scope of work. The regional account is estimated to be worth US$50 million
Levi's director of global communications Alexa Rudin confirmed to Campaign that W&K would handle the brand's creative in Europe and Asia-Pacific, taking over from BBH, which parted ways with the agency in July after a 28-year partnership.
A spokesperson for W&K in Shanghai was unable to comment on the development. However, it is understood that the Asia-Pacific operations have been actively involved in the global negotiations.
"These partners demonstrate a deep understanding of the Levi's brand and we're confident they are the right team to help us galvanise consumers behind the innovative and pioneering spirit of our iconic global brand," Robert Hanson, president of the global Levi's brand, said in a press statement.
