Levi Strauss' Media Account in Review

Apparel Maker Could Be Drifting Apart From Bartle Bogle

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NEW YORK (AdAge.com) -- Apparel maker Levi Strauss' said it is conducting a review of the media portion of its $80 million advertising account.

Publicis Groupe-backed Bartle Bogle Hegarty, Levi's longtime global creative agency, handles certain media duties for the brand. Interpublic Group of Cos.' Initiative, meanwhile, is the media agency for the retailer's Dockers brand, and also does broadcast buying for Levi's.

An Initiative spokeswoman referred calls to the client, while Bartle Bogle could not be immediately reached for comment.

Bored with Bartle Bogle?
The media review comes amid rumors of cracks in Levi's relationship with Bartle Bogle, which over the years has picked up numerous awards for its creative work for the denim brand.

Omnicom Group's Cutwater in recent months has been charged by Levi's, which has long struggled to connect with younger consumers, to do viral work and has been picking up additional assignments from the company. Cutwater was co-founded last year by Chuck McBride, the creative who worked on the brand during his time at TBWA/Chiat/Day and Foote Cone & Belding.

According to a Levi's spokesman, though, the media review is merely part of a periodic assessment of its media agency relationships, and Levi's is "very happy with the work" from Bartle Bogle and Dockers' creative agency, Interpublic's DraftFCB.

Work spread out
In addition to Bartle Bogle, Cutwater and DraftFCB, Levi's, which spent a total of $78 million on domestic measured media last year, according to TNS Media Intelligence, also works with Omnicom digital shop EVB, San Francisco, and Avenue A/ Razorfish.
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