HARROD & MIRLIN/FCB CONTINUES WEARING LEVI'S
By Adnews Staff
Levi Strauss & Co. (Canada) Inc., based in Richmond Hill, Ontario, is continuing its ten-year relationship with agency-of-record Harrod & Mirlin/FCB. According to Julie Klee, director of marketing for Levi Strauss, "although FCB was the incumbent, both Levi Strauss Canada and the agency have undergone recent restructuring and we felt a formal review was necessary to ensure alignment on strategic issues." Toronto's Harrod & Mirlin had been shortlisted for the $4 million to $5 million account with TBWA Chiat/Day, also of Toronto. TBWA handles the Levi's account in the U.S. The Canadian account includes creative and media responsibilities for the Levi's business as well as the Dockers brand. In the U.S. the Dockers brand is handled by FCB.