Mediaedge:CIA has picked up the pan-European media account for
Pentland Group's Kickers shoe brand.
The win reinforces Mediaedge:CIA's hold on the Pentland account. The
agency already handles media for Ellesse, which is traditionally the
biggest spending part of Pentland's business, which it won after
MindShare resigned the account last year.
Sources have suggested that Kickers will be dramatically increasing its
spend this year to extend the brand's appeal from 16-year-olds to males
aged 18 and over. It spent £1 million in the UK last year.
The creative account for Kickers was handed to Magic Hat in September
last year following a pitch involving Soul, CDP and the company's
in-house creative division, Pentland Visual Communications, which had
previously handled the account.
The appointment has ended speculation the brand might follow the lead of
Ellesse, which caused controversy in May when it failed to pick a
creative agency following a three-month review.
When Magic Hat was appointed it was revealed that the agency had been
briefed to run an advertising campaign combining print and outdoor
This campaign is expected to focus the majority of its activity in the
UK, France and Spain, although further advertising across a number of
other European territories may follow.
"The team is very excited about working with Kickers. It is a challenge
that allows Mediaedge:CIA to use its youth targeting and planning
expertise to get the impact desired when talking to this niche
audience," Fiona MacDonald, the strategic planning director, said.
Pentland also owns the licences for the Skechers and Lacoste footwear
brands, Kangaroo Sport Shoes and the Berghaus clothing range.
Mediaedge:CIA pitched for the account against PHD's subsidiary agency,