Levi Finally Pulls the Plug on TBWA

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Levi Strauss & Co.’s decision to move its $60 million U.S. account from TBWA\Chiat\Day to Bartle Bogle Hegarty may have coincided with the incumbent taking on conflicting business, but the move has been in the works since last summer, sources said.

Even though Levi’s U.S. president Richard Hanson cited the “closeness” of Adidas when discussing the move with TBWA\C\D and BBH, it is known that the incumbent got his blessing to pitch the $80-100 million athletic-footwear account.

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