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Levi Strauss has awarded media buying and planning on its namesake and Docker’s brands to Omnicom Group’s OMD after failing to come to terms with Publicis Groupe’s Zenith Media on a contract.
The client confirmed hiring OMD following a review, but would not address the Zenith situation. IPG’s Initiative, the buying incumbent, was the other finalist.
Sources said Zenith and Levi’s held several negotiating sessions, but it was unclear why no accord was reached.
The client spent $70 million on ads in 2007, according to Nielsen Monitor-Plus.
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