Saatchis gains spot in Adidas' agency roster

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.

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