Fila Considers 5 for Its Global Account

Five agencies remain in the running for Fila Holding S.p.A.’s estimated $60-70 million global account, including BBDO Worldwide, J. Walter Thompson, Euro RSCG Worldwide and a team of Omnicom Group shops, sources said.
The Omnicom team is made up of Merkley Newman Harty in New York and several offices of TBWA in Europe, sources said. TBWA has offices in London, Milan, Paris, and elsewhere.
BBDO is partnering with a sister shop in Milan–D’Adda Lorenzini Vigorelli–which handles Fila in Italy, sources said. Fila is based in Biella, Italy, and its CEO, Michele Scannavini, is guiding the review [Adweek, Aug. 23].
Last week, Fila conducted briefings at its office in Sparks, Md., sources said. The agencies declined comment; Fila did not return calls.
Previously, the marketer of sneakers and athletic apparel employed different shops in the U.S. and Europe, among them Italy’s DLV and Euro RSCG, which handles the brand in France.
Leo Burnett resigned the U.S. portion of the business last month, more than a year since landing the account. At the time, Burnett cited “philosophical differences.” Another issue: lack of spending. The account was billed as $20 million at the time of Burnett’s win, but Fila spent only $5 million on ads last year, per Competitive Media Reporting.
This time, however, sources feel the $60-70 million global budget is realistic, based on the stated objectives of Scannavini, a former executive at Ferrari and Procter & Gamble.
“We don’t have a tremendous amount of skepticism about the spending,” said one source, who suggested that Fila “pulled in the horns” last year when it became clear that a sales decline was not going to turn around.
–with Richard Linnett and T.W. Siebert