MediaCom scores Adidas in global win

Pippa Chambers
By Pippa Chambers | 6 July 2018

MediaCom Australia has picked up the media account for Adidas, following a global win.

The move, again taken out of the hands of local agencies, ends the sports giant's 20-year partnership with Carat.

According to global consultancy R3, Adidas spent around US$300 million on measured media globally last year.

Locally it's thought to be worth around the $2million mark. 

For the 12 months from July 2017 to July 2018, Nielsen recorded Adidas' media spend as $720,000 in this market.

“MediaCom is pleased to confirm that the agency has been chosen by adidas for a new global partnership. More details will be available in due course," a MediaCom spokesperson told AdNews.

The news follows MediaCom being named Media Network of the Year at Cannes Lions 2018. It outperformed all other media agencies after picking up Grand Prix, two Silver and one Bronze Lion.

The agency’s work for Tesco in the UK landed the Grand Prix for Excellence in Media Planning, while campaigns for P&G’s Gillette in Israel added two Silver Lions and a Bronze Lion. The agency also received eight shortlist nominations, making MediaCom the most awarded media agency in the competition.

During a Salesforce's Dreamforce event last year, Adidas reinforced its focus on digital by swearing off TV ads, zoning in on digital and launching a new brand app focused on personalisation.

Adidas global media director Simon Peel also told AdNews that ad fraud, transparency and data ownership are the top three areas of concern for him when it comes to programmatic trading.

While Adidas is good news for MediaCom Down Under, it'll unlikely take the shine off its loss of P&G Australia and New Zealand, which last week appointed Publicis Media's Starcom to be its media agency effective October 2018.

For the 12 months from July 2017 to July 2018, Nielsen recorded P&G's ad spend as $30 million in this market.

A spokesperson told AdNews at the time: “We would like to recognise and thank MediaCom for its contribution to our brands.

“At P&G, our aim is to bring the world’s best product innovation and value to Australian consumers. Our media executions are vital for increasing consumer awareness, consideration and trial.”

In 2017 Procter & Gamble said it would review all of its agency contracts in 2017, vowing to put an end to “murky” and “fraudulent” practices within the industry and crack down on rip-offs related to digital marketing. The review formed part of a four-part plan the business has put in place to clean up its supply chain and gain greater control over the quality of its media strategy. At the time it said it plans to save up to US$10 billion from fiscal year 2017 through fiscal year 2021.

Then in January this year, the FMCG juggernaut announced it would be moving more media planning and buying in-house, despite reporting encouraging sales for the last three months of 2017.

MediaCom globally parted ways with Revlon in May as it “did not wish to participate” in the review. As revealed last week, the make-up business instead moved to Initiative.

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