Numerous agencies have historically worked on the business. The move, which was made without an official review, marks the first time Puma is consolidating lead ad duties at a single shop.
Going forward, Droga5 will work closely with Puma's in-house marketing team on a new Puma brand campaign, as well as individual product pushes, which will break next year.
Pushing the envelope
"One of the hallmarks of Puma is our ability to push the envelope, whether in product design or in the way we talk about our brand," Antonio Bertone, Puma's chief marketing officer, said in a statement. "As a company we are naturally drawn to agency partners who share our DNA: the small but mighty, the evolutionists, the challengers. Droga5 is just such a partner."
Forthcoming work is expected to continue featuring Jamaican sprint star Usain Bolt, who helped Puma experience a surge in awareness during the 2008 Beijing Olympics.
The 60-year-old brand, which was born in Germany, distributes its footwear, apparel and accessories in more than 120 countries. At Droga5, Puma will join a client roster that includes MTV, Rhapsody, Unicef and new client Method.
Publicis Groupe's Zenith Media retains Puma's media buying and planning account.