New PHD retains Adidas’s UK account

New PHD has held on to Adidas’s pounds 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 on to Adidas’s pounds 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, Dawes said: ’We saw two outstanding

presentations and felt that New PHD is still the best placed agency to

navigate our UK brand through the millennium.’



David Pattison, the 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 pounds 50 million media account was

realigned into the Carat network, following a pitch against Optimedia,

Initiative and Media Insight. At the same time the Amsterdam-based

creative agency, 180, was appointed to handle the European project work

with a brief to bring a more human feel to the sports brand’s

advertising.



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