Puma and Droga5 in surprise split

It’s Droga5 here, there and everywhere at the moment.

The New York-based agency’s new London office has just won its first account – Heineken brand Strongbow cider outside the UK (sounds a bit odd but there you go) – but now what many of us thought would be one of its first London accounts, Puma, which it handles in the US, is reported by Adweek to be looking for a new lead agency.

This is rather peculiar as some of Droga5’s work for Puma has been outstanding, moving the brand away from the sweaty athletes who dominate for bigger rivals Adidas and Nike – to the ordinary people who actually buy the stuff. Maybe it’s a bit downbeat for the new regime at Puma.

The news is likely to interest (among others) Adidas and Nike. Nike seems firmly ensconced at Wieden+Kennedy (client and agency have just celebrated 25 years of the ‘Just Do It’ campaign) but Adidas has appeared far less sure-footed with its agency arrangements.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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