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Carat wins global media business of Adidas, to handle both Adidas and Reebok brands in India

09-May-2006
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Carat wins global media business of Adidas, to handle both Adidas and Reebok brands in India

The Adidas Group has announced its decision to sign Carat as its media partner to handle the planning and buying of media for both Adidas and Reebok brands worldwide. This decision is the result of a thorough pitch process, which began in February and ended with a very close contest between Carat, which is Adidas’ worldwide agency, and OMD, which manages Reebok’s European media. As is the case always, the development has Indian implications as well. Prior to this development, Reebok was handled by Maxus.

Confirming the development, an informed source said, “As a result of the global pitch, the account has moved to Carat in India. The recent development on the media side has no implications for the creative side, that is, there will be no change.” On the creative front, Adidas works with TBWA, while Reebok works with McCann.

Uli Becker, Adidas’ Head of Global Brand Marketing, said, “We were fortunate to have had two very qualified agency finalists, OMD and Carat, who continued to raise the bar every time we met with them. This was a tremendously difficult decision for all the key stakeholders from the group because of the high calibre of the agencies’ teams. We chose Carat for their strong strategic vision and their commitment to our business. We are confident that Carat will extend our successful partnership to deliver growth of the Adidas and Reebok brands through the World Cup to the Beijing Olympics and beyond.”

Nigel Morris, CEO, Isobar, informed, “We pitched as Carat for both Adidas and Reebok supported by specialist digital services from Isobar. This is clearly a great win for the Group. We won for the right reasons – a clear, radical vision of the future, a strong track record, a unique approach to consumer centric communications planning, and clear competitive advantage in the digital sphere.”

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