“Forever Faster.” Remember that mantra as it’s the 2014 tagline for Puma, which has now appointed JWT as its global creative agency in a move that will span North America, Europe, Latin America, Asia-Pacific and Middle East/African regions. In a statement, the sports/shoe/apparel brand’s CEO Björn Gulden says, “In JWT, we have found an agile agency with a global reach that understands the PUMA brand and culture. The team quickly proved that they could deliver on our new mission to become the Fastest Sports Brand in the World. Together we’ll craft a more nimble creative structure that will allow us to support all of the company’s sporting and lifestyle categories with a single consumer message and streamlined creative concept across territories.”
JWT New York will spearhead creative on the account, which was previously handled by Droga5. According to sources, BBH and Barton F. Graf 9000 were also in the pitch, which we hear JWT wasn’t initially invited to but eventually became a “dark horse.” Yet, “chemistry” worked out and due to touting a “small agency-style creative” at a network agency, which the brand didn’t expect, JWT won out thanks to a pitch led by the agency’s NY CEO Peter Sherman, North American CCO Jeff Benjamin and director of business development Emilie Vasu.