IPG Ties Keep Initiative Rolling

Pocketing its second big win in less than a month, Interpublic Group’s Initiative Media has landed Levi Strauss & Co.’s estimated $60 million broadcast buying business.

The addition of the San Francisco clothing marketer’s business follows the Los Angeles-based media agency’s successful defense last month of its $300 million AOL business [Adweek, Feb. 23].

The Levi’s win was triggered by family ties. IPG’s Foote Cone & Belding, San Francisco, handles creative for the client’s Dockers casual-wear brand, as well as its Levi Strauss Signature line of low-priced jeans, sold at Wal-Mart stores.