Dockers hands starcom Euro media biz

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LONDON--Levi Strauss & Co. consolidated its estimated $7.5 million European media planning business for pants brand Dockers into Starcom Motive International.

The appointment follows a pitch against Media Planning, which handled the U.K. business. Starcom will work alongside Dockers' existing local buying agencies in regional markets.

James Greet, Starcom Motive International Group Director, says "This appointment is a consequence of the work we have done with Levi Strauss across Europe [since the early 1990s]. Existing clients extending their remit is always a pleasing accolade."

Paul Bay, Levi Strauss European Media Director says: "Starcom impressed us with both their strategic and international management abilities. Whilst the apparel market continues to grow rapidly, it's also highly competitive. We need a media partner who can help us challenge the conventions of the European marketplace and develop a strong presence for us. Starcom Motive International has clearly demonstrated they can deliver this."

Levi Strauss centralized its U.S. Dockers media business into Omnicom Group's Optimum Media Direction Worldwide in March.

Copyright November 2000, Crain Communications Inc.

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