Adidas hands 180 and TBWA £70m business

TBWA Worldwide and the Amsterdam-based 180 have triumphed in a

head-to-head pitch for Adidas-Salomon's £70 million global

creative account, leaving the eight-year incumbent agency, Leagas

Delaney, out in the cold.

The result follows Adidas' decision that it needed more international

cohesion on the business, which previously used local agencies to adapt

Leagas Delaney's and 180's work. Both agencies were asked to recommend

an international network they could work with. 180 picked TBWA and

Leagas Delaney teamed with DDB.

The decision is a body blow to Leagas Delaney's network as Adidas was

its main cross-border client.

Adidas' global advertising arrangements will now be handled by a

combination of TBWA and 180, with the network expected to adapt the

Dutch shop's work for local markets, including the UK. Despite earlier

comments by Adidas' head of global brand concepts and advertising, Neil

Simpson, that both roster agencies might be retained, Leagas Delaney and

DDB appear to have no role on the business.

"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," Simpson said.

Since arriving to work with Leagas Delaney in 1998, 180 has produced

work for Adidas such as the Olympic spot, "Horses and boats", and the

"Adidas makes you better" ads featuring sport stars such as Martina


Erich Stamminger, Adidas' global board member responsible for global

marketing, said the pitch result reflected the company's commitment to

the US market. Leagas Delaney's grip on the American side of the

business appeared to loosen in the summer when it lost the US media

planning and buying to Carat.

"Our selection of TBWA underlines the priority that the US market

represents for us," Stamminger said, referring to the strength of TBWA/

Chiat/Day in the US.

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