The Levi's® Brand Introduces Customized Creative Agency Model

SAN FRANCISCO, Feb. 6, 2014 /PRNewswire/ -- The Levi's® brand announced today that it has chosen a customized advertising agency model to address the ever-evolving needs of its global business and marketing landscape. Effective immediately, the Levi's® brand will transition to a combined agency team from Draftfcb Worldwide and The House Worldwide to deliver global marketing, creative and strategic support.

(Logo: http://photos.prnewswire.com/prnh/20140206/NY60381LOGO )

Jen Sey, Chief Marketing Officer of the Levi's® brand said, "We are very excited about this new model. 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."

Richard Pinder, CEO and Founder of The House Worldwide, said: "Levi's® is the brand whose advertising in the 80s convinced me to get into the industry.  To win this account is a dream come true. We are honored to participate in driving the success of such an iconic brand through our world-class creative talent put against this new customized model."

Carter Murray, Global CEO of Draftfcb, said: "To work again for a brand we handled for nearly 70 years starting in the 1920s 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. Dominic Whittles, who heads up our San Francisco operation, deserves immense credit for bringing this partnership home with this unique model."

The tailor-made team for the Levi's® brand includes a customized strategy and account team built across Draftfcb Worldwide and The House Worldwide, with world-class creative teams from Draftfcb San Francisco, Draftfcb Los Angeles and The House Worldwide's, ChinaMadrid in Spain and CumminsRoss from Australia. Whittles will oversee North America and Pinder international markets.

ABOUT THE LEVI'S®BRAND:

The Levi's® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi's® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi's® brand, its products and stores, please visit levi.com.

ABOUT LEVI STRAUSS & CO.:

Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in jeanswear.  The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's^®, Dockers^®, Signature by Levi Strauss & Co.™, and Denizen^® brands.  Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites and a global footprint of approximately 2,800 retail stores and shop-in-shops. Levi Strauss & Co.'s reported fiscal 2012 net revenues were $4.6 billion.  For more information, go to http://levistrauss.com.           

ABOUT DRAFTFCB WORLDWIDE:

Draftfcb is focused on creating ideas that change behavior to move our clients' businesses. With nearly 140 years of communications expertise, Draftfcb's worldwide network spans 151 offices in 90 countries, with over 8,000 people, and is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.

ABOUT THE HOUSE WORLDWIDE: 

The House Worldwide launched in March 2013, bringing to market a global communications network with a difference. Senior talent, drawn across all communications channels and disciplines, offer clients world-class strategic, creative solutions with top level, personal service.

Partnerships are being created with some of the world's most innovative communications companies including Digital Luxury Group, CumminsRoss, Red 212, ChinaMadrid, Kitchen 8, Change, Prime PR, ToscaHouse, Noah London, Rhino Worldwide and Equizone Global. The network has created through-the-line campaigns for iconic upmarket haircare brand ghd; luxury sports car marque Maserati and recently has been appointed by champagne house Laurent-Perrier.  For more information please visit www.thehouseworldwide.com.

SOURCE Levi Strauss & Co.