Omnicom’s TBWA/Chiat/Day, based in Playa del Rey, California, breasted the winning tape ahead of other rivals for Adidas’ £100 million global creative account, it was unofficially reported Thursday.

Working alongside Adidas joint-incumbent, the Amsterdam creative hotshop 180, TBWA outsprinted co-incumbent Leagas Delaney in London which had aligned with TBWA sister-shop DDB Worldwide.

Hitherto Adidas has been compelled to work with nearly two dozen agencies worldwide as neither 180 nor Leagas Delaney had a global presence.

Holding company Adidas-Salomon in Herzogenaurach, Germany, could not be contacted to confirm the appointment, which is regarded more as a strategic consolidation than a switch in creative approach.

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