New PHD nets pounds 10m TV buying for Adidas

New PHD has won a pounds 10 million TV buying contract for Adidas following a two-way shoot-out against Carat.

New PHD has won a pounds 10 million TV buying contract for Adidas

following a two-way shoot-out against Carat.



New PHD already handles the pounds 8 million media business for the

sportswear giant. It has now been hired to work on the bigger account

for 2000. Television spend is expected to increase next year as Adidas

is planning high-profile ad campaigns to support the Euro 2000 football

tournament and the Olympic Games.



New PHD’s broadcast director Paul Parashar will oversee the UK account,

which covers clothing, footwear and accessories. The day-to-day buying

team will consist of TV planning director Howard Nead and TV buyer Simon

Willis.



Parashar said New PHD would continue to position Adidas as a youth

brand, as much as a sports brand, by buying spots on youth-focused

channels to catch 16- to 24-year-olds as well as reaching large

audiences through football matches.



’Adidas is fighting for those teenagers who have pounds 100 pounds in

their pockets to buy trainers,’ he said.



Adidas’s strategic and implementational media planning and

non-television buying remain with Leagas Delaney, its creative agency.



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