Adidas shortlists four for UK consumer PR

German sports giant Adidas is reviewing its largest UK consumer PR account, worth over pounds 200,000 in annual fees and covering its brand name across all sports.

German sports giant Adidas is reviewing its largest UK consumer PR

account, worth over pounds 200,000 in annual fees and covering its brand

name across all sports.



Adidas has received credentials from six agencies and has shortlisted

four of them: The Red Consultancy, Burson-Marsteller, Freud

Communications and incumbent agency Hill and Knowlton.



H&K began working for Adidas five years ago on a project to promote

Adidas’ ’predator’ soccer boot in the run-up to the 1994 World Cup. Its

brief has since expanded to cover the Adidas brand across all sports in

the UK - the account which is now under review.



H&K also handles UK product PR for the areas of running, soccer and

women’s work-out as well as ad hoc projects nationally and globally. The

most recent of these is worldwide PR for Adidas’ sponsorship of the New

Zealand rugby team (PR Week, 20 November). These accounts are not up for

repitch.



The brand PR brief includes promoting Adidas’ sponsorship of

featherweight boxing champion Prince Naseem Hamed, tennis ace Tim Henman

and Manchester United star David Beckham in the national consumer and

lifestyle press.



Adidas UK PR manager, Steve Martin, who headed the Adidas account for

H&K before joining the company two years ago, said: ’The reason we’re

doing this isn’t that we’re unhappy with Hill and Knowlton, it is just

good business practice. I’ve come straight from H&K and would like to

see other ways of working.’ He added: ’This is the big part of the

business. It’s targeting the youth market.’



Adidas’ other PR agency in the UK aside from H&K is Collard Grosvenor,

which has worked for Adidas since 1995 and continues to handle PR for

the company’s specialist fitness training schemes.



Adidas reported six-monthly profits for the period ending last June of

pounds 682 million, an increase of 38.5 per cent on the same period last

year.



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