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.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the government’s call to cut marketing in order to slash prices, to the business case for D&I, it’s been a busy week. Here is my take.
The regulator is “scoping a range of options”, as it looks to balance the interests of viewers with the need to help UK broadcasters compete with the likes of Netflix and Disney+.
Entertaining consumers with advertising is “really important” for effectiveness at Direct Line, the brand’s head of marketing says as the insurer launches the latest ad under its award-winning ‘We’re On It’ platform.
Despite going live with campaigns on the same day, marketing boss Simon Groves insists Virgin Media O2 is on a mission to differentiate between the two “distinct” brands.