BRUSSELS--Levi Strauss Europe has selected three firms to provide public relations support as it gears up for the 140th anniversary of its iconic 501 jeans line.
The American clothing company has retained Exposure in the UK and Silk Relations in Germany, and also added Spice PR in the Netherlands.
The decisions follow a lengthy European review that began one year ago, attracting submissions from numerous agencies across the region.
Exposure, which has worked with Levi's for 13 years, previously oversaw pan-European comms activity for the jeans brand. The firm's contract with the company expired in July 2012 and was extended until the end of last year, before being re-appointed for 2013.
It is understood that Levi's has identified the UK as priority market for its marketing plans, which include a major digital campaign to mark the 140th anniversary of the bestselling Levi's 501 jeans.
Last year, the company named former Keen Footwear president and CEO James Curleigh as Levi’s brand president, following the arrival of a new CEO and CMO in 2011.
As part of these changes, Levi’s is moving to a more global organizational model. Pan-European PR activity, for example, is now centralised at the company’s San Francisco HQ.
The Levi’s brand’s ‘Go Forth’ positioning, which launched in 2009 before being expanded internationally in 2011, represents the first global campaign in its 140 years of history.
Levi’s total agency spend in EMEA is estimated at approximately $1m. In the US, the brand largely handles PR matters in-house, while its global creative strategy is led by ad agency Wieden + Kennedy. The company recently parted ways with chief communications officer Jill Nash.
A Levi's spokesperson in Brussels confirmed the agency appointments.