MediaCom NZ wins share of US$300m Adidas media account

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GroupM/WPP agency MediaCom has won the global Adidas media account, estimated to be worth US$300m (NZ$438m). The brand’s previous media agency, DAN’s Carat, had been with the sports brand for 20 years.

A MediaCom spokesperson told the media in a Euro/US press statement (not issued in this part of the world): “Mediacom are pleased to confirm that the agency has been chosen by Adidas for a new global partnership. More details will be available in due course.”

Campaign UK originally broke the news on Friday. MediaCom and Adidas each confirmed it independently yesterday.

But there’s been no word from MediaCom NZ. At press time, the agency did not answer its phone, and email messages directed to an address on the Mediacom NZ website were returned “Address Unknown”.

Creatively, Adidas NZ appears to have no agency of record, and over the past 12 months has employed the services on two major campaigns of two distinguished NZ indies – Wellington-based Resn, and Auckland-based Augusto.

“Coastlands is the largest shopping centre in Wellington – and the only one with two supermarkets.”

“MediaCom are pleased to confirm that the agency have been chosen by Adidas for a new global partnership,” a MediaCom spokesperson said in the statement. “More details will be available in due course.”

The Adidas release said: “It is our mission to be the best sports company in the world. To hit that mark, we need the right lineup of partners onside with us. Consumer-obsessed, digitally-focused and always creating the new.

“This is the way we at Adidas and Reebok operate. We are pleased to have found those same drivers in our newly chosen media agency partner, Mediacom,” an Adidas spokesperson said in a statement.

“Through our new partnership, we look forward to innovating ways of reaching and connecting to our consumers across the trend-leading cities whose influence on global culture is the key to unlocking desirability and demand.”

“We would like to thank Carat for their partnership over the last 19 years and for the successful work we have created together.”

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