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Agencies compete for Puma brief.(PUMA AG Rudolf Dassler Sport)(Brief Article)
The sportswear apparel company Puma is talking to agencies as part of a drive to turn itself into a major sports lifestyle brand by 2006.
Puma has seen a number of above-the-line agencies. It is not clear whether it will opt for a traditional advertising approach or, more likely, adopt an integrated strategy to hit its target market on a variety of different levels.
Although it is the world's sixth-largest sportswear company, Puma still lags behind Nike and Adidas in terms of brand equity and the company is eager to redress this.
It is certain to use the upcoming European Football Championships in Portugal next year and the burgeoning interest in sportswear as leisurewear as ideal opportunities to help bolster its brand positioning.
Puma sponsored four teams during last year's World Cup (Cameroon, Paraguay, Poland and Tunisia), a strategy which was regarded as a major marketing ...
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