Puma Reviews Its Creative Business

Search comes as Droga5 and brand part company

Puma is looking for a new lead global agency, according to sources.

News of the review comes amid a split with longtime lead shop Droga5, which has worked on the brand since 2008. Back then, global spending was estimated at $100 million. The agency declined to comment.

Puma's search is believed to be down to a select few contenders. The company could not immediately be reached.

In the U.S. alone, Puma is a modest spender. Last year, the brand's media spending totaled about $4 million, down from nearly $14 million in 2011, according to Nielsen. Those figures, however, don't include online spending.

Beyond its media weight, the brand has a reputation for creating provocative and award-winning advertising.

Droga5's early work for Puma focused on lifestyle apparel. One ad, "After Hours Athlete," earned the agency a Grand Prix in Film Craft at Cannes in 2011. Later that year, the shop added responsibility for Puma's key "Teamsport" unit, which revolves around soccer products.

At the end of 2012, longtime Puma chief marketing officer Antonio Bertone left the company. Bertone was the executive responsible for first hiring Droga5, and a vocal advocate of the agency.

Droga5’s notable work for the brand also included “Love or Football,” in which a psychological study found fans did in fact have a little more affection for their wives than for favorite soccer teams. Another highlight was an ad celebrating endorser Usain Bolt's success at the 2012 London Olympics.

Earlier this summer, Droga5 announced the sale of a sizable minority stake to William Morris Endeavor. The shop's other clients include Spotify, Prudential, Mondelez, Coca-Cola and Google's Motorola.