Levi’s Calls for Media Shop

Company on Hunt for Agency to Handle $40 Mil. Media Duties
SAN FRANCISCO–Levi Strauss & Co. has put its $40 million U.S. broadcast-media account in review, including both the Levi’s jeans business handled by TBWA/Chiat/Day and the Dockers account at Foote, Cone & Belding.
The company “is exploring consolidation of its broadcast media planning and buying to maximize efficiency,” said Danny Kraus, company representative, adding the move will not impact the creative accounts at the two agencies.
In addition to the incumbents, the client has contacted MediaVest and The Media Edge to pitch the business, sources said. FCB’s media duties are implemented by TN Media, a unit of FCB’s Chicago parent True North Communications. TBWA/C/D’s media capabilities are expected to be folded into parent Omnicom’s media agency, OMD, which will soon launch in the U.S.
The review does not affect print, outdoor or media accounts outside the U.S. A winner will be selected by the end of February.
The review is headed by client media director Lloyd Weber, who joined the company in April, after 10 years at Coca-Cola as manager of national media. His responsibilities include all Levi Strauss brands.
A source described Weber as a “numbers guy. He’s really interested in who can give me a lot of dots on the map.”
The client handles advertising media services in a separate unit from its brand-development services, which includes advertising strategic and creative work.
TBWA/C/D director of media strategy Fred Sattler left in September to become executive media director of Doner, Southfield, Mich. Sattler helped guide media strategy for Levi Strauss, said sources, pacifying client executives who were not always happy with the shop’s creative. Karen Polsky, TBWA/C/D media director here, assumed his duties.
Separately, Levi’s Europe shop Bartle Bogle Hegarty created ads that would have aired in the U.S. but were discarded after testing poorly.
Last October, TBWA/C/D hired Chuck McBride as executive creative director on the account. McBride crafted ads for the account earlier in his career at FCB, when it handled all the Levi Strauss brands. McBride’s first Levi’s campaign will break in March, said company officials. Agency executives declined to comment or were not available.