Retail in Asia

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Levi’s launches media pitch in mainland China

Levi Strauss & Co. (Levi’s) has called a media pitch for its business in mainland China. At least four media agencies are believed to be involved, including Mindshare and the incumbent OMD.

"Levi’s uses lots of digital and that’s going to be the focus of this pitch," said a source close to the review.

Last year, Levi’s launched its Modern Originals campaign in China before rolling out across Asia-Pacific. The campaign, developed by BBH Asia-Pacific, Levi’s creative agency in China, included print, events, in-store, and online and associated the brand with the rise of "underground artists" among the country’s youth. In November last year, Levi’s opened its symbolic 501st store on the Chinese mainland in Beijing.

(Source: Media)