Sporting kit giant Adidas has rejigged its worldwide media planning and buying structure, placing an estimated £377 million global assignment into competitive review as the sportswear group sharpens its communications strategy ahead of a major international football cycle and wider brand expansion ambitions.
Adidas is actively re-evaluating how its media spending is deployed across markets and platforms, while incumbent EssenceMediacom has stepped forward to defend the business it has managed since securing the mandate in 2018.
At that time, the agency, previously operating as MediaCom, successfully took over the account from Carat, part of Dentsu, ending a relationship that had connected the footwear and apparel brand with Carat for roughly two decades.
Also, as the review unfolds, Adidas is repositioning its global media framework in order to align spending more closely with shifting audience behaviour, expanding digital consumption patterns and the brand’s evolving performance marketing priorities.
Consequently, the evaluation is expected to cover the company’s full media ecosystem, stretching across traditional broadcast channels as well as fast-growing digital environments where brand engagement increasingly shapes purchase decisions.
