Umbro, the UK sportswear company, has begun a hunt for an
advertising agency and is talking to a number of London shops about a
renewed marketing offensive.
The trawl comes less than five months after the appointment of the
marketing director Shay Boyd, who is keen to reverse the
Manchester-based company’s policy of using local agencies.
Boyd joined last October from Adidas where he was group marketing
communications manager for fitness, tennis and women’s brands.
Cheetham Bell, Umbro’s incumbent agency, declined to comment on the
review and could not confirm whether the agency would repitch for the
business which it has held for three years.
Umbro spent less than pounds 1 million on above-the-line advertising
last year but is expected to step up its marketing activity in time for
the start of the Euro 2000 football championships which take place in
June. Umbro has a pounds 50 million five-year deal with the Football
Association to provide England’s kit.