Adidas To Review Its Estimated $300M Global Media-Buying Account

Adidas will put its estimated $300M global media-buying account "up for review," according to Gideon Spanier of CAMPAIGN LIVE. Dentsu Aegis Network’s Carat holds the account in many markets, including the U.S. and the U.K. Publicis Media’s Starcom handles adidas' media buying in the Middle East. Media Sense "is believed to be managing the pitch process but it would not comment." Adidas said in its annual report that it would "decrease the ratio of marketing investments spent on promotion partnerships to less than 45% by 2020." Adidas spent €1.98B on marketing investment in '16, up 5% on a year earlier. The company employs more than 5,600 people in marketing, or about 9% of its global workforce (CAMPAIGN LIVE, 11/30).