Levi's taps Wunderman as first global digital agency

Levi Strauss & Co. named Wunderman its global digital marketing agency for the Levi's brand after a review, Wunderman confirmed Jan. 5. The account was previously split between multiple agencies. 

This is the first time that the two companies will be working together and the first time that Levi's will have a global digital agency.

“We believe Wunderman's strategic, creative and analytical capabilities, along with its global reach and operational efficiency, make them the ideal partner to build upon the brand's momentum in the digital arena,” said Alexa Rudin, global senior director, Levi's brand communications, via email.

Wunderman, a WPP agency, would not comment on the account win and instead referred all calls to Levi's. R/GA and Rapp also reportedly participated in the RFP, though Levi's would not confirm this and calls to both agencies were not immediately returned.

Wunderman will work in partnership with the brand's global media and creative agencies, OMD and Wieden and Kennedy, Rudin said. Wieden and Kennedy has been working with Levi's on the ongoing “Go Forth” brand positioning, which launched in 2009. The work, which included integrated digital creative, print and television, asks consumers to rebuild America and positions Levi's as the clothes in which to do so.

Rudin did not say when new creative would launch, but she did say that Wunderman and OMD will work together on Levi's social media and digital analytics.

Levi's social media work includes social shopping features on Facebook in which consumers can “like” products, which will then appear in a Facebook user's news feed, as well as on the brand's e-commerce site. Levi's also uses its Facebook page for sweepstakes, and the company uses its YouTube pages to spread its commercials virally.

Last year, Levi's named Rebecca Van Dyck, a former Apple executive, as its new global CMO.