Sports brand PUMA has appointed Havas Media as the global agency partner for media buying and planning starting January 2019. This decision comes at the conclusion of a global media review that was part of the company’s overarching strategy to transform its consumer marketing approach and deepen its legacy as one of the world’s leading sportswear brands. PUMA was supported in the review process by Media Strategy Consultancy, ID Comms to ensure a fair and transparent process and to find the best fitting agency for the brand. “This is an exciting time for PUMA as we continue to evolve our consumer marketing approach and how we reach our consumers. We were impressed with Havas Media’s strong strategic skills and forward thinking,” said Adam Petrick, global director of brand and marketing for PUMA. “The agency clearly demonstrated its understanding of our business, passion for our brand and ability to deliver unique media opportunities.” “We’re fascinated with meaningful brands, and PUMA truly is one. Our teams felt close alignment on the role paid media should play for a global sports brand – data and performance marketing are increasingly important but it’s creative, strategic use of media that matters to consumers, and that can help the brand succeed,” said Peter Mears, global CEO of Havas Media. “I’m extremely proud of our teams around the world who’ve shown PUMA the real power of our strategic skills in Havas Media and can’t wait to see the impact we will have.”
Havas Media will be Puma’s global agency partner for media buying and planning from January 2019. The deal is the first major endorsement of Puma by a sports brand. Management consultancy, ID Comms helped Puma with the search to find a suitable agency for the company. The latter highlighted Havas’ “strong strategic skills and forward thinking” as key reasons for making the appointment, as well as its familiarity with and understanding of the German manufacturer's work.