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