The brand has awarded its global advertising account to Wieden + Kennedy, Portland. In addition to the Portland office, W+K’s Amsterdam, Shanghai, Tokyo, Sao Paulo offices will work on the Levi’s business. OMD has won the global Levi’s media business including planning, buying, online and offline, following a three month review. In the move, Levi’s expanded its global media biz with OMD, consolidating its media and dropping incumbents Starcom and Mediacom.
In Asia Pacific, OMD currently handles the brand in China and Hong Kong. The new deal adds Australia, Korea, Singapore, Philippines, Indonesia and New Zealand. The regional account is estimated to be worth $50 million, per AdAge.
In January this year, OMD also picked up the eHarmony account which spends $90 million annually on ads, per Kantar Media.
Levi’s jeans are sold in 110 countries worldwide through a combination of online, wholesale channels, franchise stores and more than 470 O&O stores in 27 countries.