Adidas names first global media head

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LONDON -- German sporting goods marketer Adidas International has joined the trend of clients hiring global media chiefs. Jason Dawes, currently media group directorworldwide of London-based Zenith Media, moves to Amsterdam in July to become global media controller for Adidas International.

Mr. Dawes, who will report to Global Advertising Director Neil Simpson, will be filling a new position. Currently, regional marketing communications managers handle both advertising and media for Adidas.

One of Mr. Dawes' first tasks will be to look for efficiencies in Adidas' $160 million global media budget. Currently, Initiative Media handles media buying for Adidas in Continental Europe, while the media department of London ad agency Leagas Delaney has the U.K. account. Outside of Europe, a variety of groups buy media for Adidas.

Prior to joining Zenith two years ago, Mr. Dawes worked for Universal McCann.

Copyright April 1998, Crain Communications Inc.

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