N.Y. Office Was Central to JWT’s Puma Win

Agency succeeds Droga5 on the business

JWT's global Puma win represents a much needed creative platform for the New York office and the agency globally.

Jeff Benjamin, the New York-based chief creative officer for North America, was a key player on JWT's pitch team, along with New York CEO Peter Sherman, according to an internal email from JWT global CEO Bob Jeffrey.

"Of equal importance to winning this account is how we did it," Jeffrey wrote. "We weren't invited to this pitch. We hustled our way in the door and pushed all the way through to the final round."

In a statement, Puma CEO Bjorn Gulden described JWT as a "agile agency with a global reach that understands the Puma brand and culture."

The assignment includes advertising for all lines of business across North America, Europe, Latin America, the Asia-Pacific region, the Middle East and Africa. Global media spending was not available, but account revenue is estimated at $4-5 million.The WPP Group agency will run the account out of New York.

As lead global agency on the brand, JWT succeeds Droga5, which split with Puma during the summer. Droga5 created a slew of award-winning work for the company, which first hired the New York-based shop back in 2008.

JWT appeared to be the largest shop in the Puma review, which sources said also included agencies such as Bartle Bogle Hegarty, Barton F. Graf 9000 and StrawberryFrog. The new shop's first global brand campaign is expected in the second half of next year and will employ Puma's new internal mantra of "Forever Faster," according to Puma.

Media responsibilities were not in play and remain at Zenith Media.

Publish date: December 12, 2013 https://dev.adweek.com/brand-marketing/ny-office-was-central-jwts-puma-win-154454/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT