Five agencies have been shortlisted for the global review of the
French sports fashion brand Le Coq Sportif.
The pitchlist consists of Leo Burnett Paris, Cave Anholt Jonason, Kenya,
Louis XIV and Jean et Montmarin.
The agencies are competing to work on the primarily above-the-line task
- it is thought that television will not be used this year, but a press,
poster and radio campaign is planned. The agencies have been asked to
produce a media-neutral concept so that executions may be converted to
all media, including digital.
A decision is expected in the next few weeks.
The sports fashion company is working with the French advertising agency
Raje, which specialises in sports brands and counts the Speedo, Oakley
and Reebok brands on its client roster.
Sophie Petiot, the marketing manager at Le Coq Sportif, commented on the
change of agency: 'We need a real international campaign. Our aim is to
globalise the image of the brand.'
Le Coq Sportif's press office confirmed the review was taking place and
that the company will finish working with Raje at the end of the
Le Coq Sportif was bought by a private French holding company, Le Coq
Sportif Holding SA, from the US clothing company Brown Shoe in July 1999
for an undisclosed sum. The new owner bought the brand intending to
rebuild its image in Europe.
In the deal it was agreed that Brown Shoe would continue to market both
Le Coq Sportif footwear and apparel - which account for the majority of
the brand's sales - in the United States under a licensing agreement
with the French company.
Brown Shoe purchased the Le Coq Sportif brand from Adidas in 1995.