SBD/September 6, 2013/Marketing and Sponsorship

Puma Reportedly Parts Ways With Droga5, Seeks New Global Advertising Agency

Puma is "looking for a new lead global agency," according to sources cited by Gabriel Beltrone of ADWEEK. This comes amid a "split with longtime lead shop Droga5, which has worked on the brand" since '08. Puma's search "is believed to be down to a select few contenders." In the U.S. alone, Puma is "a modest spender," as data shows that the brand's media spending in '12 totaled about $4M, down from nearly $14M in '11. When the Droga5 partnership began, Puma's global spending was "estimated" at $100M. However, each of those figures "don't include online spending." Droga5’s "notable work" for the brand included a campaign titled “Love or Football,” in which a "psychological study found fans did in fact have a little more affection for their wives than for favorite soccer teams." An ad celebrating Jamaican sprinter Usain Bolt's success at the '12 London Games was "another highlight" (ADWEEK.com, 9/5).
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