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
Account handling and planning on the business will be handled in London,
while creative will be developed in Leagas Delaney’s San Francisco
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
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.’