Love beats agencies from Copenhagen and Madrid to win Onitsuka Tiger global account

Japanese sports lifestyle brand Onitsuka Tiger has named Love as its global lead agency following a three-way pitch that included agencies from Copenhagen and Madrid.

Lisa Hogg, head of brand manager for Onitsuka Tiger, said the brand was looking for a “partner that could work with us to take the Onitsuka Tiger brand to the next level” and that Love’s platform idea “will provide endless engagement opportunities across all channels to tell our story”.

Trevor Cairns, Love CEO, who spent 13 years at Nike and spent time as global CMO for Umbro when it was a Nike Inc. subsidiary brand, commented: “The sports lifestyle sector is a cluttered market with many of the big players communicating in a very similar way. We have an opportunity to create a distinct tone of voice that will guide the brand’s behaviour long-term, provoke reactions and ensure Onitsuka Tiger resonates with a broader audience.”

The win follows a recent Love project for Onitsuka Tiger’s sister brand Asics. Strategic planning and campaign execution for 2015 to begin with immediate effect with Love reporting to Onitsuka Tiger’s marketing team, based in Amsterdam.

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