Starcom Wins Asics’ Global Business

Beat out MediaCom, OMD

Asics has tapped Starcom to handle its global media planning and buying and data and analytics work.

The Publicis Groupe agency won the business after a pitch against MediaCom and Asics roster shop OMD.  

The move is part of a consolidation of agencies for the Japanese brand. OMD was Asics' European media agency while in the U.S., creative shop Vitro handled both creative and media responsibilties. Vitro retains its creative business and will hand off media planning and buying to Starcom. 

Starcom also will work with Asics' global creative agency, 180 in Amsterdam, to develop an integrated communications strategy. 

"Consolidating and maximizing the efficiency of our global media strategy and spend is a major step toward our path to accelerate Asics' brand equity and business growth," said John Mollanger, global marketing division senior manager and senior executive officer, in a statement. "Starcom has demonstrated a very sharp understanding of our brand and strategic objectives with a clear roadmap to success."

Global media spending was not immediately available. In the U.S. alone last year, the brand spent about $15 million, according to Kantar Media.