Wieden Wins Levi's Creative Review

Independent Beats Out Two Omnicom Shops for Americas Business

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NEW YORK (AdAge.com) -- Apparel maker Levi Strauss & Co. has named Wieden & Kennedy creative agency for the Americas after a shootout against Omnicom Group agencies TBWA/Chiat/Day and Cutwater, the retailer said. Publicis Groupe-backed Bartle Bogle Hegarty had handled the business since 2001.

The San Francisco-based apparel maker launched the review in October and invited Bartle Bogle to participate, but the agency declined. The incumbent retains the account in Europe and Asia.

Agencies that were eliminated earlier in the process, which was overseen by search consultancy Jones Lundin Beals, were Omnicom's Goodby Silverstein & Partners, WPP Group's Ogilvy & Mather and independent Anomaly.

Unexpected move
The move to independent Wieden comes as a bit of a surprise, as Levi's handed viral work to Cutwater earlier this year.

The creative review followed a controversial media review in which Omnicom's OMD emerged the winner.

Levi's spent a total of $78 million on domestic measured media in 2007, according to TNS Media Intelligence.

Interpublic Group of Cos.' DraftFCB is also a Levi's roster shop, handling creative work for the Dockers brand.