Reebok Consolidates Global Creative | Adweek
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Reebok Consolidates Global Creative

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Reebok has consolidated global creative duties previously split among regional shops at a single network, Omnicom Group's DDB, the athletic brand confirmed today.

Estimated annual global media spending on the brand exceeds $60 million. The consolidation came without a review.

Previously, Reebok, a unit of adidas Group, used different agencies in various parts of the world. In the U.S., for example, the brand's lead creative shop was Dentsu's mcgarrybowen, which had worked on the brand since 2004.

U.S. major media spending totaled $12 million last year, down 33 percent from 2007's total of $18 million, according to Nielsen Monitor-Plus. Those figures do not include online spending.

Multiple offices of DDB will work on the business, including Berlin, Chicago and Hong Kong, said worldwide CEO Chuck Brymer. Berlin will lead creative development under Amir Kassaei, the agency's executive creative director for Germany.

"DDB showed us incredible depth of creative resources around the world, deep thinking in nontraditional areas and a passion for creative solutions beyond advertising," said Rich Prenderville, Reebok's head of global brand marketing.

The agency's duties will stretch beyond traditional ads to include corporate identity work, retail consulting and product work and design, according to Brymer. "It's a terrific win," he said.

Reebok's move came after a series of meetings with DDB executives within the past month or so. Media duties were not part of the consolidation.