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MediaCom has surfaced as the winner of a pitch process in which Adidas sought new agency for their global media-buying account, worth an estimated $300m. The account was previously held in many markets by Dentsu Aegis Network’s Carat, with which the company had a two decades long relationship, while Publicis Media’s Starcom has handled Adidas’ media-buying in the Middle East.
A spokesman for Adidas confirmed MediaCom’s appointment, saying it wants “the right line-up of partners onside with us” who are “consumer-obsessed, digitally-focused and always creating the new”.
Adidas has previously said it will focus its marketing on six, global mega-cities: London, Los Angeles, New York, Paris, Shanghai and Tokyo.
“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,” Adidas said, thanking Carat for their partnership over the last 19 years.
Adidas’ decision comes midway through the FIFA 2018 World Cup – a key event for the German-owned sports brand, which has been an official sponsor of the tournament for 20 years and sponsors a string of teams, including Argentina, Belgium, Colombia and Germany.