WESTFORD, MA - Puma has tapped Lime Communications, the PR arm of Kirshenbaum Bond & Partners, as its worldwide agency of record.
The relationship represents the first of its kind for both client and firm alike. Previously, Puma has supplemented the efforts of its internal communications team with the services of local boutique agencies around the world. Lime, which from now on will coordinate the strategies of those smaller agencies, has never before handled a full-scale global account.
Lime president Claudia Strauss credited the win to the chemistry between the two corporate cultures that emerged during the selection process, which included at least five other unnamed finalists.
"We didn't have to put together a list of creative ideas," Strauss said. "This was more a capabilities pitch -- or, even more than that, a personality pitch."
Puma's decision to retain global PR counsel comes at a time when the sportswear company is seeking to expand its brand identity.
"We've been an amazing think tank for new products," explained Antonio Bertone, Puma's global director of brand development, "but we've done a horrible job of telling people about that."
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