ID Comms were approached by adidas Group in Q4 2012 following a critical change within the organisation in Israel, where it had moved from being a distributor-managed territory to a majority owned and fully managed operation for the adidas Group. The new situation meant the company needed to be more centrally aligned and diligent about media investment. Previously adidas Israel had worked with media agencies on a project by project basis.
Our brief was to help adidas select a retained media agency with whom it could establish a longer-term relationship covering 2013 and beyond. The key KPIs were to improve efficiencies in media spend and realise more value from winning media agency partner.
The media review represented an important opportunity for the new adidas management team in Israel to investigate the media agency landscape looked like and to judge which agencies would perform best. Getting the blend of media performance and fit with the adidas brand culture was critical to the success of the pitch. ID Comms architected the review process, including the two key exercises to stress test planning and buyer performance, managing the entire pitch from London. At every stage we maintained strict communication protocols to keep the process on time and enable swift decision-making.
The review was concluded in Q1 2013 with Zenith Optimeda, which has previously worked with adidas on a project basis, being selected. All strategic, cost and value creation targets were met with key performance metrics defined and integrated into the contract.