Reebok picks Mediaedge:cia for UK and French media accounts

Mediaedge:cia has picked up the UK and French media planning and buying accounts for Reebok, giving the WPP-owned agency the whole of Reebok's European business.

Reebok centralised the majority of its key European markets into Mediaedge:cia last year but the UK retained separate arrangements. Mediaedge:cia handled the media account in Germany, Italy and Spain but in France the agency contracted the business out to Media Planning Group.

However, the sportswear manufacturer has centralised these last two key markets into Mediaedge:cia. The incumbent on the £3 million UK account was Initiative Media.

A spokeswoman for Reebok said that the consolidation into a single agency was part of a harmonising effort and did not reflect on Initiative's performance.

Last year, Reebok appointed Naked Communications to work on a series of projects across the UK and Ireland.

Naked extended Lowe's "escape the sofa" TV campaign into a series of urban events called Reebok Sofa Games in an attempt to establish Reebok as a street-wear brand. The activity involved "sofa cars" being driven around urban streets, and football competitions - with the contestants playing football while sitting on a sofa.

Lowe's advertising campaigns for Reebok have attracted critical acclaim.

Its "escape the sofa" spot won a gold at the Cannes International Advertising Festival 2002.

The Reebok spokeswoman said that the creative account was not affected by the review and added that there was no immediate plan for Reebok to centralise the rest of its global media account.