Levi Strauss & Co., San Francisco, consolidated its $40 million-plus national broadcast TV buying account at Omnicom Group's new Optimum Media Direction. The decision followed a review that included Omnicom's TBWA/Chiat/Day
, agency for Levi's jeans and now represented by OMD
; TN Media, for Levi's Dockers and Slates shop FCB Worldwide, San Francisco; Young & Rubicam's Media Edge; Interpublic Group of Cos.' Universal McCann
; and MacManus Group's MediaVest
. FCB will continue spot broadcast buying for Dockers and print buying for both Dockers and Slates. Measured spending for the first nine months of 1999 was $21 million for Levi's and $16 million for Dockers.
Copyright February 2000, Crain Communications Inc.