Levi’s Jeans has consolidated its media account worldwide, appointing UM as its global media agency.
The Mediabrands agency has worked with the heritage denim brand in the Americas – across US, Canada and Mexico – since 2019.
A UM spokesperson said in a statement: “We’re happy to confirm UM as the global media partner for the Levi’s brand. This relationship will help drive greater cohesion, scale, agility and insights to support brand connection with Levi’s fans everywhere.”
The global win for UM, worth an estimated $142 million according to 2023 spend data from Comvergence, comes after the Australian branch was appointed as the media agency of record for the car manufacturer, Chery, earlier this year.
The Chery and Levi’s wins offset key account losses such as Quickbooks and Coca-Cola. The federal government’s master media account is also up for pitch after sitting with UM for six years, worth between $150 to $240 million.
UM has managed the government’s buying, planning and strategy since 2018. In 2021, UM was successful in retaining the major account, extending it for another three years until June 2024.
UM initially won the master media account back in 2002 and held it until 2014, when Denstu Mitchell won the business. After four years, the Mediabrands agency successfully took back the account.
The successful agency will enter into a contract with the government spanning 1 July 2024 to 30 June 2028, with options to extend up to four years. The tender closed on 14 March.
See also: Federal government master media account is up for tender after six years with UM