Leagas Delaney here has won the consolidated global account of sports marketer Salomon, worth an estimated $8-10 million.
Its San Francisco and London offices will develop a new unified brand strategy for the Adidas Salomon AG-owned French company.
The win came after an informal review with other undisclosed shops. Leagas is the lead agency for Adidas in the U.S. and Europe. Its San Francisco office will handle all North American branding.
Carmichael Lynch in Minneapolis had handled Salomon's estimated $4-6 million national print campaign, but the client "has been on the shop's inactive list for a while," said a source. The shop was not approached about taking over the consolidated account.
Leagas is charged with repositioning the company from a winter-sports marketer to a multisports specialist. Salomon launched footwear and inline-skating products in 1999; it plans to expand into alternative and other sports. The first full-scale campaign is expected in the fall.
"Salomon wants to be at the forefront of the new ways sports brands communicate with their customers," said client global brand director Pascal Aymar.
"Up to now, the Salomon brand has not had a clear set of core values," said Harry Cocciolo, agency creative director. "This is a chance to position the brand for the future."
Salomon's worldwide sales in 1998 were $456 million, a 13 percent increase from 1997, per the client.