Levi Strauss appoints MPG to handle media for Denizen in China

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.