Adidas kicks off international media review

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AMSTERDAM -- International sportswear marketer Adidas-Salomon AG will in two to three weeks begin a review of its international media planning and buying arrangements in the first phase of its strategy to apply more consistency to its media processes across the world.

Jason Dawes, Adidas' first worldwide media director, who joined in June from Zenith Media, London, is expected to appoint an international network to handle the $84 million Continental Europe business in September. He will make the decision in conjunction with Adidas' regional management. The review will then roll out to other regions.

Ammirati Puris Lintas' Initiative Media currently handles the marketer's media in Continental Europe, both in local markets and pan-regionally, and deals with pan-regional buys across Asia and Latin America. The network is among those which will be considered for the business.

Media assignments in the U.S., held by Creative Media, New York, and the U.K., with New PHD, London, are not included in the review. Globally, Adidas spends around $200 million on advertising from a marketing budget of near $470 million.

The decision to reappraise its media operations has been driven by a rapid pace of change within the Adidas business over recent years and Mr. Dawes' appointment. At the same time, Adidas' Global Advertising Director Neil Simpson is looking outside the company's agency of record, Leagas Delaney, London, for fresh creative talent for the first time in five years.

Mr. Dawes declined to comment.

Copyright July 1998, Crain Communications Inc.

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