New PHD has won a pounds 10 million TV buying contract for Adidas
following a two-way shoot-out against Carat.
New PHD already handles the pounds 8 million media business for the
sportswear giant. It has now been hired to work on the bigger account
for 2000. Television spend is expected to increase next year as Adidas
is planning high-profile ad campaigns to support the Euro 2000 football
tournament and the Olympic Games.
New PHD’s broadcast director Paul Parashar will oversee the UK account,
which covers clothing, footwear and accessories. The day-to-day buying
team will consist of TV planning director Howard Nead and TV buyer Simon
Parashar said New PHD would continue to position Adidas as a youth
brand, as much as a sports brand, by buying spots on youth-focused
channels to catch 16- to 24-year-olds as well as reaching large
audiences through football matches.
’Adidas is fighting for those teenagers who have pounds 100 pounds in
their pockets to buy trainers,’ he said.
Adidas’s strategic and implementational media planning and
non-television buying remain with Leagas Delaney, its creative agency.