Reebok Names a New Lead Creative Shop

Venables Bell succeeds DDB

Venables Bell & Partners has prevailed in Reebok's global creative review.

As lead agency on the brand, the San Francisco-based shop succeeds DDB. Reebok spends an estimated $50-60 million in media globally each year.

Yan Martin, head of global brand marketing at Reebok, said in a statement that Venables Bell "demonstrated a deep understanding of our brand purpose and culture and developed thinking and creative that excited everyone involved in the process."

Sources previously identified the other finalists as Goodby, Silverstein & Partners and Mother. Select Resources International in Santa Monica, Calif., managed the search.

DDB had handled the Reebok account since early last year in a second tour on the brand. The first tour was between 2009 and early 2012, when mcgarrybowen assumed control.

Venables Bell, whose other accounts include Audi of America, Intel and Skyy vodka, embraced the chance to work on an iconic brand.

"Reebok represents exactly the kind of opportunity that excites us most: an iconic brand led by a brave client with a genuine desire to challenge category conventions," said Will McGinness, the agency's executive creative director.