Adidas adds 180, Carat to its roster

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Sportswear marketer Adidas-Salomon said it added startup agency 180, Amsterdam, to its agency roster as an additional source for global creative work and shifted its $84 million continental Europe media buying assignmment to Carat International from Initiative Media. The 180 agency, created by former Wieden & Kennedy, Amsterdam, executives Chris Mendola and Alex Melvin, joins Leagas Delaney, London, on the Adidas agency roster. Also pitching for the creative assignment were BMP DDB and Circus Communications, both London, plus one Spanish and one French agency. In the media buying review, Carat, Publicis-owned Optimedia, WPP-owned MindShare and incumbent Initiative Media were the contenders. Adidas has said it plans to increase its $200 million global ad budget in 1999.

Copyright September 1998, Crain Communications Inc.

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