Опубликовал: azaryan75 в Advertising - Вс, 05 июля 2015
Golf is more than just a pastime for Adidas Golf. It is a sport with real athletes, and the brand has tapped a new creative agency to help retool its work and tell that story.
San Francisco-based Venables Bell & Partners will take the reins from Kastner & Partners, which has worked on the brand for over three years.
"We are shifting to be more aligned with the Adidas brand and the idea that golf is a sport, and golfers are athletes," said Melissa Ziegler, global brand marketing director for Adidas Golf. "So, we wanted to find a new agency partner that could really help us bring that to life."
The company, which spent nearly $45 million in media last year, according to Kantar Media, did not use a consultant for the search. Ten agencies were vying for the brand's business, and incumbent Kastner & Partners was among the six finalists. Carat in Los Angeles runs the brand's strategy and media-buying business.
"We had never really taken the perspective of golf as a pastime," said Ziegler. "And when I look around, every other golf company has caught up to this idea of golf as a sport. You've seen Nike do it, you've seen Under Armour get really aggressively into the space, even more traditional golf brands, like a FootJoy, are starting to make products that are more athletically inclined."
Ziegler explained that as the larger Adidas brand has shifted its marketing back to being sports and performance-oriented, she wanted to "make sure that our golf work was aligning with those principles, moving forward."
Venables Bell & Partners' work with Reebok and Audi helped demonstrate to Adidas Golf that the shop could position its brand as a challenger and, eventually, a leader in the space.
Will McGinness, partner and ecd of Venables Bell & Partners said, "Golf and Adidas together—we couldn't be more excited. We're looking forward to celebrating the Adidas love of sport within the world of golf."
« Май 2022 » | ||||||
---|---|---|---|---|---|---|
Пн | Вт | Ср | Чт | Пт | Сб | Вс |
1 | ||||||
2 | 3 | 4 | 5 | 6 | 7 | 8 |
9 | 10 | 11 | 12 | 13 | 14 | 15 |
16 | 17 | 18 | 19 | 20 | 21 | 22 |
23 | 24 | 25 | 26 | 27 | 28 | 29 |
30 | 31 |
XML error in File: https://www.fmgnews.info/rss.xml
Мы провели 2606 (+74)рекламных кампаний c 2003 по 2021 год
Мы провели 394 (+2) Исследования c 2003 по 2021 год
Политика конфиденциальности и использования файлов сookie: Этот сайт использует файлы cookie. Продолжая пользоваться сайтом, вы соглашаетесь с их использованием. Дополнительную информацию, в том числе об управлении файлами cookie, можно найти здесь: Политика использования файлов cookie