Levi's Picks Draftfcb, The House WW For Global Ad Duties
Clothing company Levi's has selected Interpublic Group’s Draftfcb and The House Worldwide for global creative advertising and marketing duties, the company confirmed Thursday.
The House Worldwide is the agency established nearly a year ago by Richard Pinder, the former head of Publicis Worldwide, the flagship agency of Publicis Groupe.
The appointments come four months after Levi’s said it was parting ways with its last agency of record, Wieden+Kennedy. That split came just a short time after the client appointed a new CMO, Jen Sey, who had previously served as senior vice president of e-commerce at the company.
Of the selections, Sey stated: “We're getting handpicked creative talent from Draftfcb and The House networks at both the global and local market level. This model will provide us with the efficiency and consistency we need as a global brand, as well as the means to drive relevance around the world by accessing top-notch local talent when we need it. In doing so, we'll strive to reach passionate new fans in every market in which we operate."
The appointments mark the return of Levi’s to the FCB fold. For decades, when the agency was known as Foote Cone & Belding (well before its merger with Draft), Levi’s was a client starting in the 1920s. Recently, there have reports that the agency will drop Draft from its name and become FCB or Foote Cone & Belding once again, although the agency has declined to comment on the matter.
Carter Murray, Global CEO of Draftfcb, said: "To work again for a brand we handled for nearly 70 years is immensely exciting. Joining forces with The House to deliver locally and globally for the Levi's brand is a cutting-edge, world-class move that will undoubtedly yield great returns.”
The House works with a number of other agencies around the world, including communications planning specialist Naked Communications, branding and marketing specialist Red 212,
as well as other marketing and branding specialists. The House is based in London.
In the U.S. Levi's spent nearly $41 million on ads in 2012 according to Kantar. For the first nine months of 2013 the company spent about $16.4 million. Global spending for the brand wasn't immediately available.
This story has been updated to include Kantar spending data.