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SBD/29/Sponsorships Advertising Marketing
REEBOK'S WARDLEY LOOKS TO QUANTIFY COMPANY'S MESSAGE
Published October 29, 1997
Reebok Int'l is expected to award Lowe Howard-Spinks, London, its soccer assignment following a pitch that included Boston's Heater Advertising, according to sources of ADWEEK's Sarah Jones. Reebok's newly appointed Dir of Worldwide Advertising, and former Coca-Cola exec, John Wardley said "his first goal is to determine the company's immediate business needs." Wardley: "It might be that we need to look at other resources. I only recently started a relationship with Heater and don't want to send a signal that we're not satisfied." While different shops "may end up contributing to the creation of Reebok's new image," Wardley "stressed" the importance of "conveying a single, consistent message." Wardley: "We've got a really strong product story to tell, and I don't know that we've been doing that as well as we could." Wardley added that part of Reebok's strategy will be "highlighting its new technology," which will be included in future ads for basketball shoes, Reignman II and The Answer, which is the first to use DMX technology (ADWEEK, 10/27). AD AGE's Jeff Jensen adds that Reebok will continue to "market aggressively to African- American teens and the urban marketplace" in '98, but that Wardley "would like to reach a broader audience as well." Wardley "wouldn't say" if Reebok will increase or decrease spending, "estimated" at $92.5M last year (AD AGE, 10/27).