TOKYO: Saatchi & Saatchi Japan has joined the roster of Adidas agencies,
winning the business to produce a campaign that leverages the company's
official sponsorship of the 2002 World Cup.
The account - said to be worth tens of millions of US dollars - is newly
created for the event, which is being co-hosted by Japan and Korea this
time round.
Saatchis won the business in a two-way pitch that focused on both
strategic and creative capabilities, particularly the latter, said its
Japan president, Graham Thomas. He said the objective of the campaign
will be to "make the World Cup and Adidas' involvement with it the
world's most exciting event in the eyes of Japanese audiences". He added
that Saatchis will be working closely with other agencies on the Adidas
roster including Amsterdam-based 180, which produces most of the
company's global advertising.
Michael McNulty, Adidas Japan marketing officer, said the clincher for
Saatchis was the fact that the agency was "idea-driven rather than
media-driven".
The upcoming campaign will utilise a range of media channels, including
television, print and promotional events.
Saatchis' win of the account comes just over a year after the agency
relaunched in the country after previously being part of a three-way
partnership with Bates and Yomiko.
