Jay Chiats 2011 Joint Grand Prix Winner: How Puma found its niche

This paper provides a deeper insight into the strategy and creative that drove Puma's "Joy of Sport" global repositioning campaign, which jointly won the Grand Prix at the 4A's Jay Chiat Awards for Strategic Excellence 2011.

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Jay Chiats 2011 Joint Grand Prix Winner: How Puma found its niche

Once upon a time, two German brothers had an argument about the family footwear business. In 1948, one brother started Adidas;...