NEWS: K Advertising wins dollars 15m global task for Puma’s soccer brands

K Advertising, Puma’s creative agency in the UK, has landed the German sportswear manufacturer’s global football advertising and will also advise on its future international ad strategy.

K Advertising, Puma’s creative agency in the UK, has landed the German

sportswear manufacturer’s global football advertising and will also

advise on its future international ad strategy.



Puma International began a pitch for its new global advertising account

earlier this summer. The business, thought to be worth around dollars 15

million, is split into two parts: soccer and running.



K Advertising will oversee all aspects of soccer advertising and is

expected to launch a campaign at the beginning of 1997 that will be

funded centrally through contributions from individual Puma offices.



Puma’s relationships with local agencies will not be affected, and they

will create their own ads if appropriate.



It is unclear whether the global ‘running’ account has been assigned,

although the US agency, Earl Palmer Brown, which is based in

Philadelphia, is the favourite to win the business.



Hamish Pringle, K Advertising’s chief executive, said: ‘Our appointment

is further proof that today’s clients are looking for international

partners who are in tune with their way of thinking.’



Andy Rigg, Puma International’s head of marketing, commented: ‘K

Advertising is now a key member of the Puma team.’



Zenith Media will continue to handle Puma’s media account in the UK.

Zenith is understood to have landed the media planning and buying in all

markets except North America, although no-one at Puma would confirm this

as Campaign went to press.



Puma has been looking to communicate a more unified global message to

consumers in the past few years as it attempts to compete with sports

giants such as Adidas, Reebok and Nike. For example, a K Advertising

commercial featuring an enraged



Italian woman throwing her boyfriend’s possessions out of the window in

protest at his obsessive football viewing has run in more than 12

European countries since 1995.



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