Adidas chose VMLY&R POLAND for regional advertising services

As part of the tender process, VMLY&R Poland became a partner of the adidas brand. Since June 2020, the agency has been providing full-service advertising for the brand in the Eastern European region.

Since June, VMLY&R has been responsible for implementing the adidas brand communication strategy and creating innovative and creative solutions in the following areas: digital, PR, influencer marketing, as well as events and social media. These activities are currently being carried out in Poland and the Czech Republic, and the cooperation may be extended to further markets.

The activities include, among others, consumer activations, cooperation with all brand ambassadors, including influencers and athletes, content management, development of creative materials, monitoring and moderation of social media channels, event organisation, and media relations.
The agency handles the planning and execution of regional projects for key product categories, including running, training, football, and lifestyle (adidas Originals).

I am extremely pleased that we have won the trust of the brand team in Poland and in the region. The decision to choose our agency was influenced by a proper understanding of the client's needs and the brand's business goals. At every stage of the tender, we presented the highest quality and complementarity of our services. Moreover, the client appreciated the creative solutions we proposed and the presented model of coordinating work between the teams in Poland and the Czech Republic. We have many shared challenges ahead of us. Katarzyna Tomalska, regional account director at VMLY&R Poland

The contract was signed for three years.

Concepts from the article

PR — Public Relations. Activities that build an organisation's reputation and relationships with its environment: media, clients, employees, partners, and communities. PR includes statements, media relations, crisis management, events, and brand narrative.

Why it matters: It builds what no advertisement can buy: credibility in someone else's voice. An editorial publication and a well-managed crisis weigh more than a campaign — because it is a third party speaking, not the brand about itself.

When it is used: Continuously: media relations, statements, interviews, events; especially in a crisis and during changes in the company.

Details of the cooperation: adidas and the agency VMLY&R Poland

Adidas chooses the agency VMLY&R Poland — scope of the tender

What omitting it risks: Without media relations, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.

Social Media — platforms that enable users to create, publish, comment on, and share content and build communities. For a brand, they are an organic, advertising, service, and analytical channel.

Why it matters: It combines reach, dialogue, and sales in one place: the brand speaks, listens, and responds where its audiences spend their time. It is also a service channel and the first front of a crisis.

When it is used: Continuously: organic content, paid campaigns, handling enquiries, opinion monitoring, and collaborations with creators.

What omitting it risks: Absence on social media hands the narrative to others: people talk about the brand anyway — just without its voice.

Summary

VMLY&R Poland won the tender and, since June 2020, has been providing comprehensive advertising services for the adidas brand in the Eastern European region. The agency is responsible for digital, PR, influencer marketing, events, and social media, and the activities are carried out in Poland and the Czech Republic. The contract was signed for three years.

A key role in the selection was played by understanding the client's needs and the proposed model of coordinating work between the teams in both countries. This is an example of the growing importance of regional tenders in the advertising industry.