Leagas Delaney nets Salomon worldwide rebranding account

The French sports company, Salomon, has handed its global advertising account to Leagas Delaney following its decision to develop Salomon into a global brand.

The French sports company, Salomon, has handed its global

advertising account to Leagas Delaney following its decision to develop

Salomon into a global brand.



Leagas Delaney secured the business without a pitch. It was introduced

to Salomon through Adidas - the parent of Salomon and an existing Leagas

Delaney client. The budget for the campaign is still under

discussion.



Account handling and planning on the business will be handled in London,

while creative will be developed in Leagas Delaney’s San Francisco

office.



The split is designed to strengthen synergy between Europe and the US,

creating a truly global brand.



The brand, which is strong in France and in certain American markets,

has traditionally been based in the winter-sports market.



However, the advertising brief is to develop the brand into a

multi-specialist sports brand. The global skis, boots and bindings

market, where Salomon started out, is shrinking.



Nick Hough, managing director of Leagas Delaney, said: ’We have been

talking to Salomon since last summer. The time is right for it to become

a global action sports brand. We are both flattered and excited by the

scale of the task we have been awarded. It is a fantastic brand to work

with.’



Pascal Aymar, Salomon’s global brand director, added: ’The world of

sports marketing is changing fast. We are about to witness a new dawn in

the way sports brands position themselves and communicate with their

consumers. Salomon wants to be at the forefront of that.’



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