For the first time in its history, adidas has consolidated its global media business with a single agency. As part of the brand’s drive behind its 2020 ‘Creating the New’ strategy, adidas will align all areas and territories with MediaCom to execute the holistic approach from September 2018. The development will take place in the Middle East & North Africa (MENA) region as well.
The development follows a competitive pitch process and impact both brands of the company –– adidas and Reebok.
The strategy for adidas has been concentrated on three strategic choices –– speed, cities and open source. This new brief ‘‘Through sport, we have the power to change lives’ will align to these areas of focus with faster media implementation than ever before, a laser focus on the capital cities of culture and commerce as well as a world class digital ecosystem, and then a continued drive behind an open source approach to fuel innovation.
“It is our mission ‘to be the best sports company in the world.’ To hit that mark, we need the right line-up of partners onside with us. Consumer-obsessed, digitally-focused and always creating the new. This is the way we at adidas and Reebok operate. We are pleased to have found those same drivers in our new agency partner MediaCom. Through our partnership, we look forward to innovating ways of reaching and connecting to our consumers across the trend-leading cities whose influence on global culture is the key to unlocking desirability and demand,” said Jocelyn Robiot, Senior Vice President Marketing at adidas.
The areas of responsibility for the agency teams across the world will include full funnel media planning, integrated media consultancy and buying, consumer insight and measurement. The two hubs for the global business will be London for adidas and New York City for Reebok with MediaCom staff also positioned around key focus locations for the brands across the world.
“After a vigorous pitch process, MediaCom stood out as an excellent strategic media partner for our brand. We feel that they are the right partner to help us achieve our goals and mission for 2020 and beyond. We are pleased to be working with them and look forward to kicking off our partnership,” added Melanie Boulden, VP of Marketing at Reebok.
“We are delighted to have been selected by one of the world’s most ambitious and iconic brands as their partner. Our teams around the world can’t wait to get cracking. adidas is a business of great people and brands with enormous e-commerce opportunities moving forward. We’re looking forward to developing brilliantly creative and highly effective campaigns, which combine their brand heat and e-commerce, alongside their other agency partners,” commented Toby Jenner, Worldwide COO at MediaCom.