Adidas Soft-Shoe Shuffles into Agency Beauty Parade

06 November 2001

Tip-toeing through the tulips, Amsterdam-based brand consultancy The Positionerings Groep has circulated at least ten agency networks with a low-key request for proposals (RPF) on behalf of an unnamed client.

The mystery client’s profile? “A global brand, based in Europe, with a ‘youth’ target and a stronger market position in Europe than the US.”

Intrepid trail-trackers have now made a positive identification - none other than German sportswear giant Adidas, whose global head of advertising and brand concepts Neil Simpson last week insisted that incumbent shops Leagas Delaney and 180 were not out in the cold. “Both are on the list,” he assured. “They are staying with us.” [WAMN: 02-Nov-01]

None of the ten agencies approached were willing to comment on the RPF which sought information on creative reputation, availability of integrated services, youth-marketing knowhow and presence in key markets such as the US, Asia and Europe.

Leagas Delaney and 180 – hitherto unaware of the RFP – were equally zip-lipped. Meantime, Leagas, which has a presence only in London and San Francisco, is exploring with DDB a possible partnership to represent Adidas across the globe.

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