Asics Names Saatchi & Saatchi Its Global Ad Agency Following 'I Move Me' Campaign

Asics named Saatchi & Saatchi its global creative agency after the Publicis agency's work on the recent "I move me" campaign, according to Omar Oakes of CAMPAIGN LIVE. Saatchi & Saatchi L.A. "created the summer campaign after the brand reportedly split with 180LA at the end of last year and launched a review." The agency created the brand expression and tag line "I move me" to mark Asics' "brand refresh" in the run up to the 2020 Tokyo Olympics, where Asics will be a sponsor. The U.K. activation of the "I move me" campaign, #IMoveLondon, was created by Edelman and launched at the end of July. Saatchi & Saatchi "was not credited with being behind the global campaign at the time." The account will now be serviced out of Saatchis' offices in L.A. and Tokyo (CAMPAIGN LIVE, 9/26).