CumminsRoss grabs piece of global Levi’s account through House Worldwide network
Independent agency CumminsRoss has landed work on the global Levi’s account through its affiliation with the House Worldwide network, as the brand looks to harness collaborative creativity from agencies around the world.
After parting ways with Wieden & Kennedy last October the brand has appointed DraftFCB and House Worldwide to handle its global marketing for the brand, with the two agencies working together as “one team”.
The arrangement will see the networks work together as one team, with the clothing brand insisting that this is not a lead-agency and follower-agency model.
House Worldwide was set up last year by Richard Pinder, a former Publicis Worldwide executive as a network to connect marketers to global talent pools, including CumminsRoss and ChinaMadrid in Spain. DraftFCB will draw on its creative and account teams from San Francisco and Los Angeles for the account.
CumminsRoss CEO Sean Cummins said CumminsRoss had contributed to the winning pitch and “we were glad to be involved” but declined to elaborate on what the deal means for the agency at this point.
A Levi spokeswoman told AdAge: “This is a new model of one team built from the best creatively that DraftFCB and The House Worldwide has to offer from inside the U.S. and around the world, working seamlessly together on the campaigns.
“It makes sense to source creative talent from a broad spectrum of markets as well as the U.S. for a global brand of the stature of Levi’s.”
DraftFCB president Dominic Whittles will oversee North America with House Worldwide CEO Pinder set to handle international markets for the brand.
CumminsRoss’ involvement in the global pitch follows on from the agency announcing its plans to open an office in New York this May.
The independent agency made the announcement in November last year. At the time Cummins told Mumbrella: “We’re doing it not to necessarily fly the flag of patriotism, but because we think we play a good game and a global game and we want to get out there to the best in the world.”
CumminsRoss opened in January 2011 and boasts clients including Jeep, Asahi, Nike, Tennis Australia and Jacob’s Creek. In October, co-founder of Naked Communications in Australia, Adam Ferrier joined the agency, taking on the role of chief strategy officer.
Over the years Levi’s has been credited with some of the most iconic advertising ever created, including the “Launderette”, “Flat Eric” and “Mermaids”