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Puma Selects Ogilvy PR For Global Consumer Brief
Arun Sudhaman
Holmes Report
President/Editor-in-Chief

Puma Selects Ogilvy PR For Global Consumer Brief

Puma is to shift global consumer PR duties to Ogilvy, as it plots to revive its struggling brand.

Arun Sudhaman

HERZOGENAURACH, GERMANY—Puma is set to shift global consumer PR duties to Ogilvy, as it plots to revive its struggling brand.

The sportswear retailer made the decision following a competitive review that sees it part ways with Interpublic Group, which had handled the assignment among its PR firms for the past two years.  

The brief is thought to be worth a high six-figure sum in annual fees, and covers consumer marketing and PR across earned, shared, owned and paid media.

Last year, Puma conducted a global creative review, moving the business from Droga5 to JWT. That decision followed the arrival of new CEO Bjoern Gulden, who is charged with turning around the business.

Guilden has indicated that he wants the company to dispense with its fashion and lifestyle positioning in favour of a return to its football and athletics roots.

The repositioning is expected to involve a bigger marketing budget, as Puma readies its 'Forever Faster' global campaign. Earlier this year, meanwhile, the company signed Arsenal from Nike for the largest sponsorship contract in the club's history.

Puma's global sales of $4bn are well behind Nike ($25bn) and Adidas ($20bn). The company reported a discouraging sales slump in 2013, thanks in part to flagging footwear sales, with sales also down 25 percent in the first quarter of this year.

Representatives from Ogilvy PR declined to comment. A Puma spokesman said the company had not signed a contract with an agency to support its global PR operations "at this time".

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