Olson Named Agency of Record for Saucony

Athletic Company Consolidates Work Previously Handled by Several Shops

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Minneapolis-based Olson has been named agency of record for athletic-footwear company Saucony without a review.

The account had previously been handled by several agencies including Mechanica in Boston, which led creative work. Going forward, Olson's duties will encompass creative, digital, media, content, strategy, design, mobile and social media. The first Saucony work from Olson is expected to launch in early 2013.

Olson's hire was spearheaded by Chris Lindner, the brand's chief marketing officer and senior VP-commerce in North America. Mr. Lindner -- a former Nike marketing exec -- had worked with Olson in the past to help market Nike 's Converse and Bauer Hockey brands.

In a statement Mr. Lindner noted that Olson has developed a platform to help Saucony deepen its relationship with runners, the brand's core consumer.

Still, it has to battle far bigger rivals. Saucony, compared with competitors such as Nike and Adidas, spends little on measured media. In 2011, the company spent about $5.5 million on U.S. measured media, according to Kantar.

For Olson it follows a few other account additions, such as being named midwest agency of record for Whole Foods, agency of record for Belize Ministry of Tourism, and PR for Oscar Meyer. The agency lost the PR business for beverage brand Naked, although the shop still works with Pepsi, as well as Fifth Third Bank in the fourth quarter 2011.