SBD/February 20, 2014/Marketing and Sponsorship

Reebok Selects Venables Bell & Partners For Global Creative After Review

Reebok has selected Venables Bell & Partners, S.F., "as its new global lead agency after a review," according to Morrison & Pathak of AD AGE. The account had "flip-flopped between Omnicom's DDB and Dentsu's McGarrybowen over the course of the last decade." DDB said that it "declined to participate in the review, though it's believed that the agency will remain on the brand's global roster in some capacity for digital work in Europe." It is "understood that other contenders in the review" included Goodby Silverstein & Partners, S.F., and Mother, N.Y.. adidas-owned Reebok has "dropped its measured media spending considerably in recent years." Kantar Media data showed that the company in '11 spent $62.5M on U.S. "measured media on Reebok," and decreased spending to $39.2M in '12. The brand in the "first nine months" of '13 spent $16.1M. Sales at Reebok "rose 5% during the most recent quarter" (ADAGE.com, 2/19). Venables' other accounts include Audi of America, Intel and Skyy vodka (ADWEEK.com, 2/19).
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