Adidas has handed its entire $280 million global media planning and buying business to Aegis Group’s Carat, after a winner-takes-all pitch against Omnicom Group’s OMD.
Carat was already the incumbent on the Adidas account in the US and most of the world, except in the UK, where Omnicom’s PHD had the business. OMD handled the Reebok media account worldwide. The media review followed Adidas’ acquisition of Reebok earlier this year.
Publicis Groupe’s Starcom MediaVest Group and WPP Group’s MediaCom were in the earlier stages of the review, but both agencies withdrew from the competition.
Executives close to the pitch have confirmed Carat’s win.