Having recently hosted ‘The X’ pop up at Victoria Park, which was created to provide young women with free fitness training experiences, Adidas UK’s head of brand marketing Barry Moore says the brand is moving to a more “responsible and spontaneous” marketing model to reintroduce itself to the new generation.
Adidas upped its marketing spend by 31% in 2015 as it predicted a positive outlook for 2016, fuelled by its bid to drive ‘long-term brand desire’, and talked up the success of its shoe collaboration with rapper Kanye West.
With Adidas announcing that Kasper Rorsted, currently chief executive at German cleaning products maker Henkel, is set to join as CEO from October, the new boss will have plenty of challenges as he bids to restore the brand to its past glories.
Adidas is looking to establish an ‘influencer network’ to engage with its football consumers, one of a number of moves announced today as part of its new business plan which it hopes will see Adidas Football and Originals become top brands globally.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
