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April, 21st 2008

By Eric Newman

Puma is looking to add a bit more glamour to its brand.

The fashion athletic company announced it will open a new office dedicated to entertainment marketing in Los Angeles next month. The West Coast operation will be geared to increasing corporatee partnerships and product interaction with music and film celebrities.

Puma USA, Westford, Mass., also will add new roles to fill the L.A. office. It has tapped Ryan Babenzien as the head of U.S. marketing operations; Babenzien was formerly the business development and strategy consultant for Oddcast, New York. Ryan Ayanian, who previously worked as a consultant for marketing firm Antenna, Ontario, Canada, has been hired as music marketing manager. Ed Choi, who joined Puma in 2006 following at stint at ID Agency, Manhattan Beach, Calif., has been named entertainment marketing manager.

For Barney Waters, Puma North America's vp-marketing, the new office is a move to go "fish where the fish are," though he did note that the brand has had a smaller marketing presence on the West Coast for some time.

"These moves represent a recommitment to entertainment marketing as a real driver for the Puma brand," said Waters. "We're also evolving our approach, as there are so many more opportunities beyond product placement. Hollywood is a great place to develop relationships and brand driven content, which can help reach the people that may not be spending as much time looking at traditional media outlets."

Puma has been making inroads with celebrities over the past several years, working on design and advertising projects with rapper Ludacris and socialite-heiress Lydia Hearst, among others. This month, Puma unveiled its new TV campaign, featuring Scottish singer/songwriter Paolo Nutini. Nutini's single, "New Shoes," is being used in Puma’s lifestyle campaign.

In May, the company will begin promotional tie-ins with the film Speed Racer, which will include a signature shoe, product placement in the movie and worldwide in-store promotional campaigns.

In 2006, Puma spent $13 million on advertising in the U.S., excluding online, down 23% from $17 million in 2006, per Nielsen Monitor-Plus.
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source: Brandweek
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