Adidas-Salomon, Amsterdam, awarded its $100 million global creative account to Omnicom Group's TBWA. TBWA, which aligned with Amsterdam shop 180, beat out Omnicom sibling DDB Worldwide for the account.
Amsterdam-Based Search Consultant aligned with Leagas Delaney, London, which shared creative duties on Adidas with 180 for the past nine years. Leagas Delaney is now out, as is BBDO Worldwide, another Omnicom shop that handles Adidas in Australia and several Asian nations.
Adidas America in Beaverton, Ore., referred calls to parent company Adidas-Salomon AG in Germany, and the corporate headquarters in Herzogenaurach could not be reached for comment.
The review was generally seen as less of a creative change than one to consolidate Adidas' many agency tentacles. Neither 180 nor Leagas Delaney had a global presence, which forced Adidas to work with almost two dozen agencies on various projects.