TBWA\Worldwide lands Adidas World Cup 2014 brief

Adidas has appointed TBWA\Worldwide to handle its global ad campaign for the 2014 Fifa World Cup.

Adidas' 2010 World Cup campaign
Adidas' 2010 World Cup campaign

TBWA\Worldwide, an Adidas roster agency, won the business after a final pitch against Mother and DDB.

Sid Lee, the roster agency that handled Adidas’ last World Cup campaign and won the global account from 180 Amsterdam in 2010, was knocked out of the running at an earlier stage along with Bartle Bogle Hegarty.

Sid Lee created a homage to the Star Wars cantina scene to support Adidas’ sponsorship of the last World Cup. However, Nike won plaudits and industry awards, including the Cannes Grand Prix, with its "write the future" campaign by Wieden & Kennedy.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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