The Reedbok market share has declined in recent years, although the brand was bought by Adidas four years ago.
To solve this, Reebok has decided to return to its origins and focus on women as a target audience, the same that prompted him to their reputation and sales in the 80s and 90s.
Christina Knight is Creative Director at Ogilvy Stockholm. She studied film and literature brought her into sales and marketing at EF Language Schools where she discovered the joy of copywriting. After a year at Berghs School of Communication in Stockholm she had the fortune of being called up by Hall & Cederquist, the best agency in town at that time. She have enjoyed the experience of working at small and large agencies, run her own, worked freelance and moving from a copywriting into the challenge of a Creative Director, formerly at DRAFT, now at Ogilvy in Stockholm.
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AdWomen: Your work, as a member of the festival’s jury, consists of judging hundreds of campaigns. In your opinion, is it possible to know by intuition if it was created by women?
“Me, Myself” is the latest campaign made by Adidas especially for women.
This time Candace Parker, the basketball star, helps Adidas to encourage women to share their successes and defeats in sport. The authors (more…)
TBWA has created Riot, a digital agency to take care of Adidas exclusively. Colleen De Courcy, the global digital creative director of TBWA, will move from New York to Amsterdam to be in charge of Adidas. This year she was Cyber Lions President.The network has created Riot, a special digital agency for the global digital communication of the sport brand. From Holland, it will try to get the best digital talent of TBWA in the world. Chris Mendola, founder of 180 Amsterdam, will share the leadership of the agency with De Courcy. This network, also pertaining to Omnicom, will supply talent to Riot, among others.
Resource: Adlatina
http://www.adlatina.com/notas/noticia.php?id_noticia=29287
