Puma retools media strategy with account shift to Havas
AUTHOR: Erica Sweeney
PUBLISHED: Nov. 1, 2018
As competition in the sportswear market heats up and top brands like Nike and Adidas continue to dominate, Puma is rethinking its media strategy to focus on quality over quantity. The move comes as the brand has experienced some internal disruptions. Earlier this year, French company Kering SA spun off Puma as a separate company so that it could focus on its luxury labels.
Puma wants to invest more in sponsorships with athletes and celebrities, such as through its partnership with Rihanna, according to MediaPost. The musician has worked with the company as a brand ambassador and creative director for women's fashion since 2014. In June, Puma also tapped Jay-Z as the creative director of its basketball division to oversee strategy, marketing and product design amid a broader revamp of its basketball offerings.
These ambassador-focused campaigns with celebrities appear to be resonating with consumers. In April, Puma took the top spot for offline and word-of-mouth marketing in Engagement Labs' TotalSocial Brand Awards for Brand Sharing.
E-commerce is another area where the marketer is looking to build out its focus, according to Digiday. Rather than squarely growing its own site, however, the brand is working on landing better deals with retailers by using its customer data.
Read the full Marketing Dive article, here.
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