MediaCom eyes e-commerce opportunities as it takes up Adidas account
London will be the hub for media business of the main Adidas brand and New York for the subsidiary Reebok brand after MediaCom, the WPP-owned advertising agency, landed the global account of the sportswear giant.
MediaCom yesterday outlined its strategy for promoting Adidas worldwide, pledging to capitalise on the e-commerce opportunities available as it takes up the contract in September.
It emerged in June that MediaCom had emerged victorious in a high-profile pitch process after Adidas decided to consolidate its global media business for the first time.
The appointment ended the sportswear company’s near 20-year relationship with Dentsu Aegis Network’s Carat agency.
Adidas' global media account is estimated to be worth around $300 million per year.
In a statement on Wednesday, MediaCom said: “The strategy for adidas has been concentrated on three strategic choices; Speed, Cities, and Open Source. These have all been channeled through a core belief – “Through sport, we have the power to change lives”. This new brief 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.
“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.”
MediaCom’s approach will align with Adidas’ established ‘Creating the New’ strategy, which was aimed at driving growth in the run-up to 2020.
Jocelyn Robiot, senior vice-president marketing at Adidas, said: “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.”
Toby Jenner, worldwide chief operating officer at MediaCom, added: “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.”
Meanwhile, it has emerged that Arthur Hoeld has been installed as Adidas’ managing director for Western Europe.
The 48-year-old German took up the post on 1 July, succeeding Alain Pourcelot, who has moved to the management of the training unit.
Hoeld was previously senior vice president global brands and business development, a post he assumed in February 2017 having been head of the Adidas Originals brand since 2011.
In other developments, Guillaume de Montplanet has been promoted to senior vice president of Adidas for Western Europe.
Earlier this month, Adidas announced revenue of €5.3 billion ($6.2 billion) for the second quarter of 2018, an increase of 4 per cent on the same period last year.