Lowes wins dollars 20m global Reebok football prize

By HARRIET GREEN, campaignlive.co.uk, Friday, 31 October 1997 12:00AM

Lowe Howard-Spink has landed Reebok’s new dollars 15-dollars 20 million global football advertising task, an account created out of a marketing restructure initiated by the sportswear giant’s recently installed global advertising director, John Wardley.

Lowe Howard-Spink has landed Reebok’s new dollars 15-dollars 20

million global football advertising task, an account created out of a

marketing restructure initiated by the sportswear giant’s recently

installed global advertising director, John Wardley.



Lowes, which handles the Reebok account in the UK, won the assignment

after a pitch against the US company’s lead agency, the Boston boutique,

Heater Advertising, and the Martin Agency in Richmond, Virginia. The

appointment comes in the lead-up to the 1998 World Cup, which will be a

crucial battleground for sportswear rivals such as Nike, Adidas and

Reebok.



Lowes’ win follows Wardley’s decision to shake up Reebok’s advertising

arrangements worldwide in a drive to sharpen its brand image. The former

senior ad director for Coca-Cola intends to introduce a similar system

to that in which he worked at the soft drinks company, which places its

advertising with numerous agencies instead of relying on one

multinational.



The Lowes pitch was led by Paul Hammersley, the agency’s managing

director, and Jeremy Bowles, the account director on Reebok. Hammersley

has worked with Wardley in the past when he ran the Coke business at

Lowes in the US.



Leo Burnett resigned the dollars 100 million global Reebok business in

May after disagreements over the decision to award a piece of business

to Heater.



Reebok’s global media is handled by Grey.



Lowes has produced famous advertising for Reebok over the past five

years.



Last year, it created the epic ’field of dreams’ film featuring 21

celebrities. This year it made a five-minute animated film ’starring’

Ryan Giggs for a national cinema campaign.


This article was first published on campaignlive.co.uk

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