Dockers’ Digital Moves to OMD

Dockers, a unit of Levi Strauss, has awarded digital media planning and buying duties to Omnicom’s OMD after a review, the client has confirmed. The incumbent, Razorfish, had parted with the client earlier and did not participate in the competition.

Sources said Dockers spends upwards of $2 million on digital media each year, and about $20 million on traditional ads. OMD already handled the latter.

Contenders in the digital review included Interpublic’s Draftfcb, Zeta Interactive and VML. IPG-owned Draftfcb is the client’s lead creative shop.

A client rep said that while OMD would assume digital media planning and buying chores, “we are going to be taking greater internal accountability for the strategic planning on digital — inclusive of overarching strategy, digital partnerships, social media and more.”

The rep also said that the client would “continue to develop and deliver creative with Silverlign and use other resources for various projects as needed.”

The rep added that “as digital continues to diversify, we feel it’s important to bring in the right help and expertise for specific jobs — from video to mobile to social applications and more.”