"Organic is responsible for building the global online architecture and translating the Reebok brand to online; its main responsibility is building out the Reebok.com Web site," said Marc Fireman, director of interactive marketing for Reebok.
A big hit
Part of the relaunch of Reebok.com includes the online portion of Reebok's Terry Tate campaign, which has become a big hit for the sports apparel marketer following its Super Bowl debut Jan. 26.
The campaign is built around Terry Tate, a fictional linebacker who makes his presence known as an office enforcer. The hilarious commercial, from Omnicom Group's Arnell Group, New York, made no mention of sneakers, though Mr. Tate's jersey sported a Reebok logo. Last night, in a jab at rival Nike, Reebok broke a second spot on Fox in which Terry Tate tackles an office streaker -- Nike featured a streaker in an ad promoting the Nike Shoe NZ line last month.
Arnell and Hypnotic
The Terry Tate character and the separate micro-site was created and is handled separately by Hypnotic, a Los Angeles- and New York-based entertainment production company that is a unit of Enigma Media. Hypnotic created the Terry Tate content currently appearing on Reebok.com from short films it produced for the micro-site. Arnell's Super Bowl TV spot was created from Hypnotic's footage. Arnell is Reebok's agency of record and brought Hypnotic into the relationship.
"Hypnotic will continue to work with Terry Tate so that we have better integration with the ads, the films and the Web site," Mr. Fireman said.
Organic will work with Hypnotic to integrate its Terry Tate work into the relaunch of Reebok.com in March.
Organic's relationship with the Canton, Mass.-based marketer began last February when it created an online marketing program for Reebok's Answer 5 athletic shoe, and continued in May when it helped launch Reebok's Rbk.com micro-site.
Prior to consolidating online duties with Organic, Reebok worked with several digital shops on creative and technical aspects of its account. But its primary relationship was with Zentropy, Los Angeles and New York, Interpublic Group of Cos.' Web arm. Reebok last year began to consolidate back-end Web duties with Organic and ultimately, creative.
Reebok spent $53.4 million in measured media in the U.S. from January to November 2002, according to Taylor Nelson Sofres' CMR.