GH, which has been appointed on an annual retainer following a pitch against two undisclosed agencies, will initially focus on three main areas – Puma’s sponsorship of the Jamaican Olympic Team, team sports and key athletes.
GH is to devise PR strategies that will be implemented by local agencies in six countries through which the Olympic Torch passes. Additional projects will respond to sporting developments such as key player signings or highlighting any sporting milestones of its stars.
Puma has kit supply and sponsorship deals with a number of teams and individuals including Everton and Cameroon, Arsenal footballer Robert Pires and rugby player Jason Robinson.
GH’s hire follows the completion of Shine Communications’s last project to leverage Puma’s football team sponsorship in January. Shine, which was appointed in April 2002, is not on a retainer but the agency’s associate director Greg Jones did not rule out working on future projects. Puma has yet to decide who will implement GH’s strategy in the UK.
Puma will eschew new product PR in favour of telling the story behind the brand and its involvement in sport, said GH consumer director Leigh-Ann Wilson.
‘When you think of Puma, you think of sport, but the brand positioning is sports lifestyle so we’ll look to push it into the consumer lifestyle pages,’Wilson said.