SAN FRANCISCO (AdAge.com) -- Global Brand Marketing today named Omnicom Group's Goodby, Silverstein & Partners, San Francisco, as agency of record for the Pony brand.
Tha account had been with the Venice office
Marketing VP at Pony
At the same time, John Lewis, formerly senior advertising manager at Nike who had worked with Goodby Silverstein when the agency had part of the Nike account, took the post of vice president of marketing at Pony. Crispin did one trade ad for the account, Ms. Gardner said.
Ms. Gardner said spending on the account is expected to be in the range of $5 million to $7 million, with "an increase in June when we launch our apparel line."
Media blitz planned
Goodby Silverstein is expected to unveil its first ads for Pony at the company's global sales conference Dec. 12. The campaign consists of ads in trade publications, followed by magazine ads in publications such as Flaunt, Details, Black Book and Tokion. The company in a statement said it plans a "media blitz" starting in February 2004 focusing "on a provocative and iconic images with an irreverent point of view on footwear advertising."
Pony, popular in the 1970s among bad-boy celebrity athletes such as Wilt Chamberlain and the NFL's Oakland Raiders, went out of business in the 1980s. Most recently, its advertising stirred controversy by using porn star Jenna Jameson.
Other brands owned by Global Brand, which is based in Santa Barbara, Calif., include Dry-shoD. It also is the global footwear licensee of Diesel, XOXO, Nautica and Mecca.
CORRECTION: An earlier version of this story incorrectly reported that Crispin Porter and Pony parted ways in May. The agency won the account in May and handled the assignment through the summer.