Mediaedge:CIA bags Kickers task

Kickers, the footwear and clothing label owned by the Pentland Group, has appointed Mediaedge:CIA to handle its £1m pan-European media buying and planning account. The incumbent in the UK was Rocket, the sister agency of PHD.

The agency already handles the Pentland Group’s lifestyle sportswear brand Ellesse.

Kickers appointed Magic Hat early last year to handle its pan-European creative account, following a final pitch against CDP, Soul and the company’s in-house division, Pentland Visual Communications.

Magic Hat’s brief was to develop a campaign aimed at extending the appeal of the footwear and clothing brand and target 16to 24-year-olds. The pitch was overseen by the Kickers marketing director Willie Irvine.

In September, the brand launched an Internet service at, where consumers can specify colours of four different parts of the shoe and then order them from the website.

The Pentland Group owns a number of sports, fashion and outdoor brands, including Speedo and Berghaus. It also owns the licences for brands such as Lacoste.

Mediaedge:CIA appointed the former managing director of brand consultancy Added Value, Fiona McAnena, as its chief executive last year.

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