Levi’s scales back PR business with One Green Bean
Levi’s has wound back its relationship with its PR agency One Green Bean, moving the account from a retained basis to project work.
OGB, which was responsible for last year’s iSpyLevis social media campaign, will also no longer handle the clothing brand’s showroom facility.
The facility, which sees the Levi’s range loaned out for external use such as magazine shoots, will now be handled in-house.
Kat Thomas, OGB managing director, said the agency would continue to support sister agency Host on Levi’s brand campaigns “on a project basis”.
Thomas said: “One Green Bean will no longer be handling the showroom facility for Levi’s – this will be handled by Levi’s internally whilst they assess their loans needs long term.
“We will continue to support Host with brand campaigns for Levi’s on a project basis, we are currently supporting the launch of the latest ATL campaign for the winter 2010 range, which goes to market April 12th.”
Last year OGB launched a treasure hunt for Levi’s with the goal of rejuvenating interest around the brand among young consumers.
Twitter was used to release clues as to the whereabouts of the jeans being worn by the brand’s representatives. Followers who then located the reps and asked them “Are those Levi’s?” instantly won the jeans and saw the Levi’s clad Tweeters drop their pants and hand over the jeans on the spot.
The iSpyLevis campaign was shortlisted in Mumbrella Readers Choice Awards social media category.
Levi’s was not available for comment at the time this story was posted.
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