Deloitte Digital | Agency Profile, Contacts, AOR, Client Relationships
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Deloitte Digital Contacts
|Maggie G.||Principal, Brand Practice||NY|
Sample of Related Brands
|Pete G.||Principal & Sports Practice Leader||NY|
|Mike R.||Partner - Deloitte:Isaac||NY|
|Arianna S.||Account Director||NY|
|Bevan M.||Group Director, Creative||NY|
Campaign Imminent: Levi’s taps creative AOR after losing top marketer (Score 62)
Denim brand Droga5 as its creative AOR, just in time to develop a new global platform in celebration of the 501 Original Jean's upcoming 150th anniversary. The upcoming "Anniversary" campaign will launch in early 2023, and the platform Droga5 will develop will live across digital, broadcast, OOH, social and experiential. A new creative AOR will affect Levi's spend, and it could lead to additional agency reviews.
We suggested a roster shift could occur in the absence of a top marketer when Jennifer Sey departed earlier this year.
So far this year, iSpot reports Levi's has spent approximately $3.3m on national TV commercials, a huge spike from the merely $788 it had spent by this point last year. The brand ended up spending approximately $10m toward this channel last year, flat from the approximately $10m it spent in 2020. Levi's 2022 commercials have targeted male sports enthusiasts watching shows such as NBA Basketball, Monday Night Kickoff, Rich & Shameless, College Basketball and the Postseason NFL Countdown.
According to Pathmatics, the brand has allocated roughly $3.3m toward digital ads YTD, down 30% from the roughly $4.7m it allocated within the same 2021 timeframe. In 2021, Levi's estimated full-year spend dropped 9% to $12.8m from that of $14m in 2020. Since the beginning of 2022, the brand has earned ~437.3m digital impressions via Instagram (76%), desktop display (9%), Facebook (9%) and mobile display (5%) ads.
As you can tell, Levi's TV spend is surging while its digital spend drops; this leads me to believe it's primarily targeting millennials and Gen-X right now. Per Kantar data, the brand also invests in OOH and local broadcast. It holds planning conversations in Q2 and buying conversations in Q1. Sellers should get in touch soon to offer relevant ad space.
Agency & martech readers - As I briefly mentioned, we could see additional roster shifts follow this one. Your competition will include media AORs Deloitte Digital.