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Reebok moves from Maxus to Carat

By , agencyfaqs! | In Media Planning & Buying | September 13, 2006
The agency had already been handling Adidas in India. With Adidas acquiring Reebok globally, a media pitch ensued where the Aegis Group bagged the business globally. In India, this means billings worth Rs 25-30 crore for Carat


Following a & #BANNER1 & # global media pitch, the Aegis Group has bagged the media duties for Adidas-Reebok (the company formed as a result of Adidas acquiring Reebok). When the Adidas-Reebok acquisition happened, a media review for the two brands took place.

In India, Reebok moves to Carat from Maxus. There has been no change on the creative front. Globally, TBWA and McCann Erickson continue to service Adidas and Reebok, respectively.

For the record, Adidas was being handled by the Aegis Group globally even before this pitch; Carat was taking care of the brand in India. But now, with Reebok on board as a result of the global win by Aegis, Carat's media billings have shot up.

According to industry sources, Adidas has an ad spend between Rs 8-10 crore annually, while Reebok's spends are pegged at Rs 15-20 crore. Combined, the two brands will constitute billings worth Rs 25-30 crore for Carat India.

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