Omnicom duo triumphs in worldwide Fila pitch

The Italian sportswear company, Fila Holding, has appointed the Omnicom Group agencies, TBWA Worldwide and Merkley Newman Harty in New York, to handle an estimated dollars 40 million global advertising account.

The Italian sportswear company, Fila Holding, has appointed the

Omnicom Group agencies, TBWA Worldwide and Merkley Newman Harty in New

York, to handle an estimated dollars 40 million global advertising

account.



Fila, the world’s fifth-largest sports manufacturer, aims to create a

more consistent global advertising message and take on Nike, Adidas and

Reebok.



The review was called by the recently appointed Alessandro De Pestel,

vice-president, global advertising and promotion, who joined Fila in

July from Swatch Watch.



Fila, which is based in Italy, is run as a separate organisation in each

country in which it operates and has used local agencies until now. It

is unclear how the review affects the UK agency, Billington Jackson.



US advertising has been handled by Leo Burnett Chicago, which won the

claimed dollars 20 million account last year. But Burnett resigned the

account this September after the review was announced, citing

’philosophical differences’ with the client. It is understood that the

agency was unhappy with management changes which reportedly led to the

account only being worth dollars 5 million last year.



The Omnicom agencies pitched against BBDO Worldwide, Euro RSCG and J.

Walter Thompson Worldwide, which held the French account. TBWA in Paris

led the European pitch, but collaborated with London on the creative

work.



Fila aims to present itself as a serious contender in the sports market

and wants to transform the company from a fashion-led brand to a sports

and leisure brand. It has begun to open its first branded retail

outlets.



Its first UK store opened in October and more are planned for next year.



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