NEWS: BBH extends hold on Levi’s with Japan win

Bartle Bogle Hegarty has increased its remit for Levi’s by picking up

the pounds 10 million advertising account in Japan, where it has been

handled by McCann-Erickson for the past 15 years.

The appointment follows BBH’s first worldwide spot for Levi’s,

‘clayman’, last August, and the appointment of BBH by Levi’s last

October to handle print advertising in Scandinavia.

The move also marks a further vote of confidence in BBH by Levi’s, a

founding client when the agency opened its doors in 1982. The agency

already handles pan-European cinema and TV for the brand.

New print and TV work is expected to break in March this year, although

it is unclear at this stage whether BBH will be extending its universal

executions to Japan or creating dedicated work.

The consumer marketing manager for Levi’s Japan, Peter Haffenberg, said:

‘We’ve selected BBH for the bulk of our above-the-line activity due to

the quality of its strategic thinking and its experience with the brand

on a global level.’

Nigel Bogle, joint chief executive of BBH, said: ‘We are thrilled to

extend our relationship with Levi’s into a new continent. The dynamics

of the Japanese market are different from Europe and we look forward to

finding out how different.’

This article was first published on Campaign