Adidas begins trawl for additional creative shop

Adidas has kicked off a shock pitch to find additional creative agencies to work alongside the incumbent, Leagas Delaney, which for the past five years has handled the entire dollars 120 million global business.

Adidas has kicked off a shock pitch to find additional creative

agencies to work alongside the incumbent, Leagas Delaney, which for the

past five years has handled the entire dollars 120 million global

business.



The pitch is being run by Neil Simpson, Adidas’s global advertising

director.



Simpson has already shortlisted five agencies - two agencies in the UK

and one in Spain, France and Holland.



Simpson insisted Leagas Delaney was fully aware of the review and would

retain lead agency status. He said: ’The continued growth of the

business and the increased demands for advertising have led us to

consider adding more creative resources to the advertising process. This

should provide us with outstanding creative work without over-burdening

Leagas Delaney, which will remain the lead agency for Adidas. This is

due to its excellent creative work and, indeed, its loyalty. The agency

will not lose billings.



This is all about increase in spend and additional billings. We would

rather take the pressure off Leagas Delaney than it lessen the quality

of its work.’



Simpson added: ’We want to break the stranglehold that Nike has had on

creative work. We will need the smartest brains in the business. We will

no longer allow ourselves to plough the furrow created by Nike.’



Bruce Haines, the Leagas Delaney chief executive, said: ’The client

intends to help build Adidas into the world’s leading sports brand. We

fully understand the need for extra resource on an account that’s grown

so rapidly.’



Presentations will be made over the next few months.



A decision is expected by October.



Leagas Delaney San Francisco will remain the sole resource in the US

market and will also contribute to global needs.



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