Reebok Consolidates Global Creative Duties At DDB
Reebok Friday confirmed that it has "consolidated global creative duties previously split among regional shops at a single network: Omnicom Group's DDB," according to Andrew McMains of ADWEEK. Reebok previously had "used different agencies in various parts of the world." DDB Worldwide President & CEO Chuck Brymer said that "multiple offices of DDB will work on the business, including Berlin, Chicago and Hong Kong." Berlin will "lead creative development" under DDB Germany Exec Creative Dir Amir Kassaei. Brymer added that DDB's duties will "stretch beyond traditional ads to include corporate identity work, retail consulting and product work and design." McMains notes Reebok's estimated annual global media spending exceeds $60M, and the consolidation of duties with DDB "came without a review" (ADWEEK.com, 3/20). AD AGE's Mullman & Parekh notes DDB will be "charged with piloting the brand out of a brutal tailspin," as Reebok's U.S. market share has "fallen to about 2%, down from nearly 9%" in '05, when it was purchased by adidas. TNS Media Intelligence also indicated that Reebok's ad budget has also "dwindled in recent years, with the brand spending $12[M] on U.S. measured media in 2007, and just $8[M] between January and November of 2008." In making the switch, Reebok shifted its creative advertising account to DDB from mcgarrybowen, N.Y., which had worked with Reebok since '04. mcgarrybowen's "biggest single effort for the marketer was a 2007 campaign for its running shoes, dubbed 'Run Easy'" (AD AGE, 3/23 issue).
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