JWT New York Picks Up Global Puma Creative Business

Account Had Been With Droga5 Since 2008

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JWT has been named the global creative agency for Puma following a review.

The account had been with longtime agency Droga5 since 2008, but the two split earlier this year, resulting in a review late this summer. Media duties remain at Publicis Groupe's ZenithOptimedia.

JWT New York CEO Peter Sherman
JWT New York CEO Peter Sherman

"In JWT, we have found an agile agency with a global reach that understands the Puma brand and culture," said Björn Gulden, CEO of Puma. "The team quickly proved that they could deliver on our new mission to become the Fastest Sports Brand in the World. Together we'll craft a more nimble creative structure that will allow us to support all of the company's sporting and lifestyle categories with a single consumer message and streamlined creative concept across territories."

Puma is the latest in a string of new business wins for JWT New York in the last three months, which includes a consolidation of Energizer brands and a creative assignment from Google.

Just last month, JWT announced that McCann WorldGroup's Gustavo Martinez as the agency's global president and future successor to Worldwide Chairman and CEO Bob Jeffrey. Other recent executive changes include Peter Sherman, who was named CEO of JWT New York in June; and Emilie Vasu, who was named director of business development for JWT New York earlier this year. Both Mr. Sherman and Ms. Vasu played key roles in the Puma win.

"Puma is more than an advertising relationship for us; it's a true brand and business partnership," said Mr. Sherman in a statement.

Stateside, Puma is not a hefty measured-media spender. In 2012, it spent just $4.8 million on U.S. measured media, according to Kantar Media. But the brand in recent years has stepped up marketing in other non-measurable forms, including a significant in-store push in 2010 that involved a customization platform on the iPad just shortly after the tablets came to market.

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