Levi’s Poised To Conclude Lengthy European PR Review
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Levi’s Poised To Conclude Lengthy European PR Review

Levi’s is expected to retain Exposure for UK PR duties until the end of this year, as it completes a lengthy multi-market review across Europe.

Arun Sudhaman

BRUSSELS--Levi’s is expected to retain Exposure for UK PR duties until the end of this year, as it completes a lengthy multi-market review across Europe.

The American clothing company’s wide-ranging tender began at the start of this year, and is understood to be nearing completion after numerous stages in the process, which focused on its iconic Levi’s denim brand.

In the UK, a lengthy list of firms was eventually whittled down to a handful of consumer and fashion PR contenders.

It is also believed that Levi’s is close to reaching decisions regarding agency appointments in its other key European markets: Germany, France, Italy and Spain.

Exposure has been retained until the end of this year, raising questions as to the future of the account in 2013. 

The company recently named former Keen Footwear president and CEO James Curleigh as Levi’s brand president, following the arrival of a new CEO and CMO last year.

As part of these changes, Levi’s is moving to a more global organizational model. Exposure, for example, previously handled pan-European PR activity, before the work was centralised at the company’s San Francisco HQ last year.

The Levi’s brand’s ‘Go Forth’ positioning, which launched in 2009 before being expanded internationally last year, represents the first global campaign in its 138 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.

A Levi's spokesperson in Brussels said that the European PR review remains "ongoing". Exposure CEO Raoul Shah, meanwhile, declined to comment.

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