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.