Havas Media has won a multi-agency pitch to be named Puma’s global media agency of record.
The media arm of Havas, the world’s sixth-largest advertising group, will handle worldwide media buying and planning for the German sportswear brand, starting in January next year.
Sector specialists estimate the value of the account to be in excess of £90 million a year.
Havas Media global chief executive officer Peter Mears hailed the achievement of his global teams, saying: “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.”
Havas beat out agencies including Blue 449, part of the Publicis group, to land the contract in an agency review overseen for Puma by consultancy firm ID Comms.
Puma said in a statement that the move formed part of a strategy to “transform [its] consumer marketing approach and deepen [its] legacy as one of the world’s leading sportswear brands.”
Commenting on the appointment, Puma global director of brand and marketing Adam Petrick added: “We were impressed with Havas Media’s strong strategic skills and forward thinking.
“They clearly demonstrated their understanding of our business, passion for our brand and ability to deliver unique media opportunities.”
The review follows signs of an increasingly aggressive approach to Puma’s sports marketing.
In particular, the brand has increased its presence within basketball, including sponsoring this summer’s The Basketball Tournament on ESPN.
In June, Puma unveiled hip-hop artist Jay-Z as its “creative director”, responsible for “overseeing creative strategy, creative marketing and product design” in the context of the brand’s basketball marketing.