Levi Strauss & Co. has parted with Omnicom Group's TBWA/Chiat/Day, its advertising agency of four years, and is handing the business to Bcom3 Group's Bartle Bogle Hegarty. The account will be handled out of that New York office.
Levi’s sales started declining since 1996, in 2000 spent $66 million on advertising for its Levi's jeans and apparel products, according to Taylor Nelson Sofres' CMR. For the first nine months of 2001 spending was $46.4 million.
TBWA/Chiat/Day long has struggled with creative for Levi jeans' brand, running through a number of strategies and executions. "Make Them Your Own" was the most recent campaign tagline.