Havas wins big, scooping global media account for Puma thought to be worth $120m

Havas Media is to handle media buying and planning for Puma globally from January of next year, after winning through in a multi-agency pitch.

Publicis Media-owned Blue 449 was the incumbent and according to estimates from consultancy firm R3, Puma spends around US$120m a year on media. Havas has worked with Puma before in Australia and the United States, on creative accounts.

While the win does not make Puma the biggest global account Havas runs, the agency told Mumbrella it was an “important” new client and “a great fit” on both sides.

Puma global director of brand and marketing Adam Petrick said the sportswear brand was looking to transform its consumer marketing approach and deepen the company’s legacy.

Petrick wants a shake-up in marketing at Puma

“We were impressed with Havas Media’s strong strategic skills and forward thinking,” he said. “They clearly demonstrated their understanding of our business, passion for our brand and ability to deliver unique media opportunities.”

Adding his view, Havas Media global chief executive officer Peter Mears applauded the agency’s teams around the world “who’ve shown Puma the real power of our strategic skills”.

Havas Media teams showed their worth to the client, says Mears

He added: “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.”

Consultancy firm ID Comms managed the pitch “to ensure a fair and transparent process and to find the best fitting agency for the brand” – Havas said.


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