Levi’s has pooled its global digital marketing account into WPP-owned Wunderman, following a review which is understood to have included Rapp and R/GA.
The account, likely to be run out of the US, is reported to include digital creative, social media, data strategy and analytics.
Levi’s has been moving toward a global agency structure in the past year, with Wunderman joining OMD (handling media) and Wieden & Kennedy (running the ad account). In early 2011, a global consolidation review resulted in expanded duties for both agencies.
A Levi’s spokeswoman said: “We believe Wunderman’s strategic, creative and analytical capabilities, along with its global reach and operational efficiency, make it the ideal partner to build upon the brand’s momentum in the digital arena.”
Levi’s started its reorganisation in 2009, but its overall operating structure was still based on a regional model, with separate operating structures for the Americas, Asia Pacific and Europe. It wasn’t until 2010 that Levi’s revamped its executive team into a global model, which was followed by the appointment of Rebecca Van Dyck as global chief marketing officer last March.
The first global marketing campaign – under the strapline “Levi’s Legacy” – launched in August.
