adidas appoints 180/TBWA as global agency network
Cohesive creative presence worldwide +++ Clear commitment to U.S. market +++ Consistent continuation of global marketing strategy
Amsterdam, January 9, 2002 - After a competitive review, adidas announced today that it has appointed TBWA as its global agency network to work alongside its existing agency 180. With immediate effect, the combination of 180 with TBWA will be responsible for all adidas global advertising activities. The objective is to give greater cohesion, consistency and overall effectiveness to the adidas creative presence and brand concepts worldwide.
"By appointing one global agency network, we are continuing our strategy of strengthening the adidas brand worldwide. This represents the next logical step in the evolution of our global brand positioning. With our new footwear innovations, a³ and ClimaCool™, a cohesive and unmistakable corporate design and now, as an additional key component, a global agency network, we will set distinctive accents in the sporting goods market in future," said Erich Stamminger, Member of the Executive Board of adidas-Salomon AG, responsible for Global Marketing.
Stamminger added: "Our selection of TBWA underlines the clear priority that the U.S. market represents for us." Los Angeles-based TBWA, operating under the name of TBWA/Chiat/Day, is the leading creative agency in the U.S. consumer market. In recent years, the agency has won nine Grand Effies for effectiveness in the USA, six more than its closest competitor. TBWA's accounts include global brands such as Sony Playstation, Apple and Nissan.
The Amsterdam-based creative agency 180 has been working for adidas since 1998. In this period, 180 has been responsible for prize-winning global adidas campaigns including "Take what you want" (1999), the Olympic advertising campaign "Horses and Boats" (2000) and "adidas makes you better" (2001).
"With the combination of creativity that 180 has already displayed for adidas in numerous campaigns and the highly creative profile offered by TBWA worldwide, we are creating the platform for driving our communications to new heights," said Neil Simpson, Head of Global Brand Concepts and Global Advertising at adidas. "This alliance opens up for us new horizons in the creativity, efficiency and effectiveness of our global advertising presence."
Lee Clow, Chairman and Worldwide Creative Director of TBWA, stated: "We are excited and proud to partner with 180 and create work for one of the most important and authentic brands on the planet."