JWT Hong Kong has scooped global creative duties for Levi Strauss & Coâs dENiZEN brand, in a final shoot out with Ogilvy & Mather.
Levi Strauss & Co launched dENiZEN in August this year, marking the first Levi’s brand to debut outside the US. The brand will be managed from its global headquarters in Hong Kong.
Leo Burnett, along with WPP agencies JWT and Ogilvy & Mather were vying for the lucrative account, but JWT and Ogilvy & Mather were understood to have slugged it out in the final rounds.
Levi Strauss & Co declined to comment on the developments, saying it was not ready to make a statement.
The company, however is hoping dENiZEN will find a market among Asia’s emerging middle class consumer aged between 18 and 28 years.
dENiZEN’s key markets are said to include Mainland China, Singapore, India and Mexico.
MPG was brought in to help launch the brand, but sources suggest a media tender is set to get underway. Levi could not confirm this at press time.