Levi's Taps Wunderman as First Global Digital Shop

Move Comes as Clothing Brand Moves Away From Regional Agency Approach

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Levi's has chosen WPP's Wunderman to serve as its first global digital agency, following a review.

The selection was part of a decision by the retailer to consolidate the account at a single shop; it had previously been handled by multiple firms. Finalists also included R/GA, and Rapp, according to a person familiar with the review.

Wunderman referred a request for comment to Levi's, and a spokeswoman for the brand had this to say: "We believe Wunderman's strategic, creative and analytical capabilities, along with its global reach and operational efficiency, make it the ideal partner to build upon the brand's momentum in the digital arena."

It's understood that the scope of work will include elements of digital creative, social media, data strategy and analytics.

The apparel brand has been moving toward a global agency approach in the past year. The addition of Wunderman rounds out a global roster that includes Omnicom's OMD and Wieden & Kennedy. In early 2011, a global consolidation review resulted in expanded duties for both shops.

Levi's started its reorganization in 2009, but its overall operating structure was still based on a regional model, with separate operating structures for the Americas, Asia Pacific and Europe regions. It wasn't until 2010 that Levi's revamped its executive team into a global model, which was followed by the appointment of Rebecca Van Dyck as global CMO last March.

The first global campaign for the brand launched in August with the spot, "Levi's Legacy." In the first 10 months of 2011, Levi's spent $42 million on domestic measured media, according to Kantar Media. In 2010, it spent $57 million on measured media in the U.S.

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