Levi’s Puts Media in Play

Levi’s is conducting a global media review, the brand has confirmed. The brand spends an estimated $100 million annually on ads worldwide — about $50 million of that in the U.S., according to Nielsen.

Omnicom’s OMD is Levi’s lead U.S. media shop and is believed to be participating in the review. Another contender is said to be Publicis Groupe’s Starcom, which works for the brand in some overseas markets.

Neither agency would confirm their participation.

A client rep said, “We are initiating a global media agency review. We’re working to create a consistent brand platform and leverage our global footprint to create efficiencies around the world.”

The rep would not confirm contenders and offered no further details except to say that consultancy Jones Lundin Beals would be overseeing the process.

OMD won the U.S. media planning and buying account in October 2008, prevailing over Interpublic’s Initiative (the buying incumbent) and Publicis Groupe’s Zenith Optimedia. Up to then, planning had been split between IPG’s Draftfcb (Docker’s) and Publicis-backed Bartle Bogle Hegarty (Levi’s).