Lowe Howard-Spink has landed Reebok’s new dollars 15-dollars 20
million global football advertising task, an account created out of a
marketing restructure initiated by the sportswear giant’s recently
installed global advertising director, John Wardley.
Lowes, which handles the Reebok account in the UK, won the assignment
after a pitch against the US company’s lead agency, the Boston boutique,
Heater Advertising, and the Martin Agency in Richmond, Virginia. The
appointment comes in the lead-up to the 1998 World Cup, which will be a
crucial battleground for sportswear rivals such as Nike, Adidas and
Lowes’ win follows Wardley’s decision to shake up Reebok’s advertising
arrangements worldwide in a drive to sharpen its brand image. The former
senior ad director for Coca-Cola intends to introduce a similar system
to that in which he worked at the soft drinks company, which places its
advertising with numerous agencies instead of relying on one
The Lowes pitch was led by Paul Hammersley, the agency’s managing
director, and Jeremy Bowles, the account director on Reebok. Hammersley
has worked with Wardley in the past when he ran the Coke business at
Lowes in the US.
Leo Burnett resigned the dollars 100 million global Reebok business in
May after disagreements over the decision to award a piece of business
Reebok’s global media is handled by Grey.
Lowes has produced famous advertising for Reebok over the past five
Last year, it created the epic ’field of dreams’ film featuring 21
celebrities. This year it made a five-minute animated film ’starring’
Ryan Giggs for a national cinema campaign.