It’s been a good week for industry veteran Dan Wieden and his Portland-based Wieden & Kennedy, first they win Ad Age’s US agency of the year gong and now they’ve been given the rest of the Levi’s global account to add to the US business.
Omnicom’s OMD has picked up the $100m global media account.
Levi’s is a mid-sized advertiser and not one without problems as Bartle Bogle Hegarty its long-time UK agency found out as it failed to produce the creative winners that had defined both it and the brand in happier times.
Levi’s is in danger of being stranded between high-end designer jeans selling for up to $200 and cheap imitations of the above. The agency’s immediate task is to support premium pricing for a brand that’s looking a bit old.
As for Wieden & Kennedy, still proudly independent and still firmly ensconced as founder client Nike’s global agency, it must be attracting envious looks from the likes of WPP’s Sir Martin Sorrell in particular.
Nike gives it stablility and it’s also managed recently to pick up business from the likes of Procter & Gamble, thereby managing the transition from creative upstart to middle aged trendy dad remarkably skilfully.
Sir Martin lacks a consistent creative leader among his gaggle of huge agencies (JWT,O&M,Y&R and Grey although Grey is showing a surprising bit of creative form since the departure of godfather Ed Meyer). He wouldn’t agree of course.
How much would Wieden & Kennedy be worth? $400m?