TBWA is believed to have lost the work after a conflict arose when it picked up the £70m Adidas account. The work was handled from its San Francisco office.
Levi's named Robert Hanson president of brands in June last year, which led to speculation that agency arrangements could be reviewed. He has worked with BBH in Europe, most recently on the launch of the Levi's Engineered Jeans brand, introduced in an attempt to turn around Levi's dwindling sales.
The company is set to make advertising history when it allows the public to vote for which Levi's ad will be shown during February's Superbowl, choosing from one recent and two new executions.
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