Levi Asks 5 Firms to Review Its Ad Account

Levi Strauss & Co. of San Francisco has invited five advertising agencies, including incumbent Foote, Cone & Belding in San Francisco, to take part in a review of its $90-million U.S. advertising account. The review, which is scheduled to be completed in February, also includes Venice-based TBWA Chiat/Day, Los Angeles-based BBDO Worldwide, San Francisco-based Hal Riney & Partners and Bartle Bogle Hegarty, the London-based agency that handles Levi’s brand advertising in Asia and Europe. Participating agencies are being asked to develop strategic and creative recommendations for the apparel manufacturer that recently laid off 6,400 workers and closed 11 plants. Levi, with $7.1 billion in annual revenue, also markets the Dockers and Slates pants lines.