OMD Wins Levi's, Dockers Business

Will Handle Media Planning and Buying in North America

By Published on .

NEW YORK (AdAge.com) -- After a review process that began in August, Levi Strauss & Co. has named OMD as its agency of record for media planning and buying for its Levi's and Dockers brands in North America. An executive with knowledge of the pitch said the business is worth roughly $50 million.

The Omnicom Group-owned agency beat out Zenith and Interpublic Group of Cos.' Initiative, which previously handled media duties for the Dockers brand and broadcast buying for Levi's.

OMD's Los Angeles office will run the day-to-day media responsibilities, which will include TV, print and outdoor. The agency referred all calls to the client. Razorfish will remain the online agency of record for the Levi's and Dockers brands.

Creative review in progress
Levi's also launched a review for the creative portion of its nearly $80 million advertising account earlier this month. Publicis Groupe-backed Bartle Bogle Hegarty, which held the creative account since 2001 and handled certain media duties for the brand, chose not to defend the business. But the agency has retained creative duties for Levi's in Europe and Asia.

Levi's also works with Interpublic's DraftFCB, which manages creative duties for the Dockers brand, and Omnicom's Cutwater and digital shop EVB, San Francisco.

Other recent OMD wins include Dial-Henkel, Callaway, McAfee, Intel and Visa.
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