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.