Levi’s Jeans names UM as global media agency

Levi’s, the iconic denim brand, has made a significant move in its marketing strategy by appointing UM as its global media agency. This decision marks a consolidation of Levi’s media account worldwide, with UM set to lead the brand's media efforts on a global scale.

UM has a proven track record with Levi’s, having partnered with the brand in the Americas region since 2019, covering key markets like the US, Canada, and Mexico. The agency's expertise and capabilities align with Levi’s vision of enhancing brand connection and engagement with its fans across the globe.

A spokesperson from UM expressed their excitement about the partnership, emphasizing the agency's commitment to driving cohesion, scale, agility, and insights to elevate Levi’s brand presence worldwide.

This global win for UM, estimated at $142 million based on 2023 spend data from Comvergence, adds to the agency's recent successes. Earlier this year, UM's Australian branch secured the media agency of record position for the renowned car manufacturer, Chery.

While celebrating these victories, UM also navigates the landscape of account dynamics, offsetting losses such as Quickbooks and Coca-Cola. Notably, UM's tenure managing the federal government’s master media account, a role it has held since 2018, faces a potential change as the account is up for pitch after six years.

UM's history with the government's media account spans back to 2002, with periods of transition, including a successful retention in 2021. The agency's proposal for the contract spanning July 2024 to June 2028, with extension options, marks another chapter in its longstanding partnership with the government.

The tender process, which closed on March 14th, signifies a pivotal moment for UM as it continues to demonstrate its capabilities in navigating diverse market landscapes and delivering impactful media solutions for its clients.