Benjamin Li
Aug 26, 2010

Levi Strauss appoints MPG to handle media for Denizen in China

SHANGHAI - Levi Strauss has appointed MPG as its media agency to handle the launch of its new made-for-Asia brand Denizen.

dENiZEN
dENiZEN

The pitch, which included a number of undisclosed agencies, took place in March.

MPG China will provide Denizen media consultancy services, media strategy, planning and buying services for the new brand.

"We are ecstatic to be working with Levi Strauss on this very exciting new brand and for the opportunity to further demonstrate our expertise with this fickle and constantly evolving youth audience," said Thomas Wong, CEO of MPG Greater China.

Levi's unveiled Denizen in Shanghai on 19 August. It is the first-ever Levi's product in the company's 137-year history to launched outside of the US, said Levi's SVP in the region Terence Tsang

Denizen will be a standalone brand operating independently out of its Hong Kong headquarters.

Source:
Campaign China

Related Articles

Just Published

2 hours ago

Publicis Groupe expands in Latin America with ...

The deal builds on a growing area for Publicis, which also acquired Influential last year.

2 hours ago

Havas acquires Argentina’s top independent creative ...

The top independent agency in Argentina holds the most Cannes Lions in the country.

12 hours ago

1000 Media: Can Nas Daily’s storytelling magic ...

Nuseir Yassin’s latest digital marketing company bets on fast, AI-powered, emotion-driven storytelling to help brands break through digital clutter—starting with India.

12 hours ago

PHD extends lead in final 2024 global new-business ...

Publicis Media edges closer but is unable to knock the Omnicom shop from the top.