JWT has picked up creative duties for Puma's retail business, and will create localised content to run alongside the global Forever Faster campaign.
Jon Yarnall, head of marketing for Puma Oceania, told AdNews that although globally the brand is aligned with JWT with the global Forever Faster work coming out of JWT’s New York shop, the Oceania region was under no obligation to follow suit.
It held a competitive pitch earlier this year for the local execution of the global brand positioning.
Yarnall added that the benefits of going with JWT and having local retail executions aligned with the parent in New York would make the regional executions stronger.
Only six JWT offices are able to sign off work for the global Forever Faster campaign so JWT Sydney will also report in to the Hong Kong office.
Puma is planning a threefold increase in marketing spend over the coming year as it seeks to reposition more strongly as a sports brand and shed the lifestyle image it has chased in recent years and close the gap between in and Nike and Adidas.
Following the global kick off of Forever Faster, Puma will roll out more product and category specific activity in the next 18 months alongside new product launches.
Puma also works with ZenithOptimedia in Australia.
Pick up the next issue of AdNews in print to read more about Puma’s global and local strategy in The Marketer profile of Jon Yarnall.
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