MELBOURNE: Adidas has appointed Smart to its $5m advertising account, making it the first non-TBWA-aligned agency globally to work within the sportswear brand.Adidas was forced to repitch its account after parting with incumbent Whybin TBWA & Partners in June. Brandhouse Arnold, Badjar, Clemenger BBDO and DDB Melbourne also pitched for the account.Ben Lilley, managing partner at Smart, said the win is an endorsement of the agencyÕs creative strength in youth marketing.ÒAustralia is an important market for the Adidas brand globally, particularly with our local creative requirements on the AFL. Understanding the youth market is a key area for Adidas,Ó he said.The appointment will see Smart take over all above and through-the-line work locally for Adidas which includes TV, print, outdoor, interactive, POS and promotion.Adidas was unavailable for comment on the appointment.Nielsen AdEx figures place Adidas as the second largest advertiser in the Sportswear category behind Nike, spending $1.8m over the past 12 months.Adidas continues a streak of business wins for Smart which claims to have added almost $20m in billings over the past 18 months, including BrumbyÕs Bread, Buena Vista Home Entertainment and clothing brand Jay JayÕs.Lilley said the agencyÕs youth marketing experience had been a major factor in the wins.
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