Saatchis gains spot in Adidas' agency roster

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