Levi Strauss has fallen into line with its u.s. parent and consolidated advertising with the San Francisco office of Foote Cone & Belding.

As part of that decision, media planning and buying has shifted to Optimedia, a unit of fcb in Toronto, after six years with Harrod & Mirlin.

Harrod & Mirlin will continue to handle assignments for Canadian creative and adapt u.s. creative. PS