New PHD holds onto Adidas's £10m UK TV buying

- New PHD has held onto Adidas's £10 million UK TV buying account, following a head to head pitch against the incumbent on the sportswear giant's continental business, Carat.

- New PHD has held onto Adidas's £10 million UK TV buying account, following a head to head pitch against the incumbent on the sportswear giant's continental business, Carat.

It was anticipated that the pitch would see Adidas centralise its entire account into Carat, although when the review was called in August Adidas's global head of media Jason Dawes was adamant that there was no pressure to centralise.

Strategic and implementational media planning and non-TV buying remain with Adidas's creative agency, Leagas Delaney.

Commenting on the decision to appoint New PHD, Dawes said: "We saw two outstanding presentations and collectively we felt that New PHD is still the best placed agency to navigate our UK brand through the millennium."

David Pattison, chief executive of New PHD, commented: "As an incumbent you always feel under a little bit of pressure when you're under review, particularly when the business has been centralised elsewhere. We are delighted that Adidas has recognised the quality of the work we have produced for them."

In August 1998 Adidas's continental £50 million media account was realigned into the Carat network, following a pitch against Optimedia, Initiative and MindShare's second string agency, Media Insight. At the same time the Amsterdam-based creative agency, 180, was appointed to handle European project work to introduce a bring a more human feel to the sports brand's advertising.

Adidas's UK media spend is split between its clothing, footwear and accessories brands, with Prince Naseem clothing and Predator Football Boots representing the biggest spending sub-brands.





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