BBDO, New York, will be the creative agency for Foot Locker, as well as sibling brands Lady Foot Locker and Kids Foot Locker, and has also has picked up holiday creative work for the Foot Locker brand in the U.S.
A Foot Locker spokeswoman confirmed that the Omnicom agency is doing holiday work for the Foot Locker brand, as well as creative work in 2012 for Foot Locker, Lady Foot Locker and Kids Foot Locker. BBDO did not return calls. The agency's holiday work for Foot Locker is expected to break after Thanksgiving.
SapientNitro has been the agency of record for Foot Locker, Lady Foot Locker and Kids Foot Locker since 2009, the year Sapient Corp. acquired Nitro. But the relationship dates back as far as 10 years, through various projects and predecessor agencies. A spokesman at SapientNitro said the agency still works with the company but did not provide additional detail.
SapientNitro earlier this year picked up digital marketing duties for Activision Publishing's "Call of Duty: Modern Warfare 3" and "Skylanders Spyro's Adventure" games. Also earlier this year Coca-Cola moved its 2012 Olympics digital work to LBi from SapientNitro, though the agency remained one of Coke's major digital roster agencies. SapientNitro lost pieces of its Mars business as well, but retained some of its digital assignments.
The BBDO network this year has picked up some sizable assignments, including a chunk of SC Johnson work, which is handled out of BBDO's Chicago office. It was also a recipient of ExxonMobil's recent move to consolidated global advertising duties with Interpublic Group of Cos. and Omnicom Group.
Foot Locker in 2010 spent about $13 million in measured media, according to Kantar, a figure that includes measured media for its Foot Locker, Lady Foot Locker, Kids Foot Locker and Champs Sports Store brands. The company spent roughly the same spend in the prior year. It appears to be on an upward trend, though -- in the first half of this year it has already spent about $9.4 million.