Levi’s picks UM as global media agency

Jeans brand spent $142 million in global media spend last year

Levi’s Jeans has consolidated its global media account with UM, after working with the agency in the Americas for more than four years.

The IPG Mediabrands agency was named Levi’s media agency of record in the U.S., Canada and Mexico in September 2019 following a review. Omnicom Group’s OMD was the incumbent.

Levi’s North America media spend was $73 million in 2023, according to Comvergence.

UM has now won the global account, worth an estimated $142 million, according to Comvergence spend data from 2023.

A Levi’s spokesperson confirmed the appointment in a statement to Campaign US: “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.”

ID Comms advised on the pitch.

Levi’s appointed TBWA\Chiat\Day as its creative agency of record last September and kicked off a global campaign by the agency in March celebrating its heritage. Called “The Floor Is Yours,” the campaign ran across Europe, Asia, Latin America and North America.

The agency changes come nearly one year after Kenny Mitchell was hired to lead the Levi’s brand as global chief marketing officer. Mitchell was formerly CMO of Snap Inc.

Mitchell featured on Campaign US’ CMO 50 list in 2023.

More leadership changes were made at parent company Levi Strauss & Co. in January, when former Kohl’s CEO Michelle Gass became president and CEO, taking over from Chip Bergh, who retired in April.

This article first appeared in Campaign UK.