Cheil wins Adidas' retail and visual merchandising mandate

The mandate was previously being handled by multiple agencies, including TBWA and DDB Mudra.

Cheil India has won the mandate for the entire retail and visual merchandising business of sportswear brand Adidas. The account was won after a multi-agency pitch.

The mandate was earlier handled by various agencies, including TBWA and DDB Mudra. It is now being consolidated under one roof with Cheil, confirmed industry sources.

It is learnt that the size of the business is upwards of Rs. 15 crore.

Adidas is planning to open several flagship stores, and retail and visual merchandising would be its focus, going forward. Cheil will be responsible for crafting communication in the stores, including point-of-sale material and displays.

Headquartered in Seoul, South Korea, Cheil Worldwide is one of the fastest growing agency networks in the world and also claims to be the fifteenth largest agency group by revenues (Ad Age, 2014). It operates in 40 countries with more than 5000 employees. Cheil and its affiliates include McKinney, Beattie McGuiness Bungay, The Barbarian Group, Iris Worldwide and Bravo Asia.

Recently, Adidas elevated Damyant Singh as brand director of Adidas in India. He succeeded Tushar Goculdas who was appointed as the brand director for Adidas Emerging Markets.