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Reading: PUMA Appoints Carrspace As New Agency Partner
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B&T > Marketing > PUMA Appoints Carrspace As New Agency Partner
Marketing

PUMA Appoints Carrspace As New Agency Partner

Row Murray
Published on: 7th October 2014 at 10:49 AM
Row Murray
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PUMA has announced a strategic agency partnership with brand experiential agency Carrspace off the back of their winning submission for the PUMA 2015 retail marketing business.

Carrspace beat four other agencies in the competitive pitch. The move comes after PUMA’s dramatic new brand positioning “Forever Faster” was successfully launched by Carrspace to trade partners in May. PUMA followed this with a successful, national consumer facing campaign in August 2014.

“Forever Faster” is a re-alignment back to PUMA’s roots as the third-largest global sporting brand and creates the distinction between the PUMA Lifestyle and Performance categories. The Carrspace and PUMA partnership emerged as part of the new marketing and branding strategy employed by PUMA and their objective to re-engage their retailers and customer base.

Carrspace has already delivered key retailer activations that have re-energised the brand for PUMA’s retail partners Footlocker and SRG Group, and PUMA is now turning their experiential eye towards the consumer retail market.

“PUMA has the opportunity to re-boot the brand with our customer base, which we’re doing with a fresh new Global position , a solid and extensive above the line strategy and totally new experiential marketing tactics that are already paying off,” said Christina Panias, PUMA marketing communications manager.

“We’re now taking this strategic experiential approach into our retail spaces to reconnect with PUMA’s loyal performance and lifestyle shoppers. We know that our customers have a genuine affection for the PUMA brand, so now it’s time to give back to them with an exciting and elevated shopping experience.”

Carrspace director and executive producer, Madeleine Preece, said: “Smart brands are taking a fresh look at strategic experiential campaigns to amplify their above-the-line as it connects the customer with a brand better than anything else out there. We’re delighted to be working with PUMA to re-engaged their consumers and retailers.”

Preece added: “The brand experience for a consumer comes from every channel – above the line, in the retail store, online and socially. Integration is key, we love working with clients that value this. PUMA are incredibly forward-thinking in their decision to lead this conversation and give their consumers a brand experience from every angle, most importantly within their retail stores.”

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By Row Murray
Recently graduated from an in-depth UX Design course with General Assembly. Specialist areas included UX process, User Research & Analysis, Useability & Information Architecture, Wireframing & Prototyping & Interaction Design. I'm a digital all-rounder, and now creating digital strategies and managing digital projects. I have 20 years of marketing experience - 15 of those years senior - and have been a digital marketer for over ten of those years. I've worked on projects from $2K to $6M spanning the customer experience and overall strategy right through to detailed technical execution. I am a firm believer in a strong, precise brief and the ability to always find a work-around. I am a problem solver and diplomat. My true love is fast-moving etail site design and development. I'm a marketer turned digital specialist, so I have a strong focus on the target audience, end user and the business brand. I have a major social media specialisation, including audit and analysis and strategy. I have set up the end-to-end process for a range of brands from supply, warehousing, fulfillment, packaging, customer service, managing web (including product) content, images, information architecture, digital marketing, web useability and social media strategy and content. Specialties: Strategy, eCommerce, Online Retail (etail), Multichannel, Mobile and Repsonsive, Digital Multimedia, Social Media, PPA and PPC, Affiliate Networks, Web Analytics, Website Development, Project Management / Digital Production, Wireframing (Axure experience), B2B, Loyalty, Tech start-ups, e-marketing, eDM platform, content development and strategy, Digital Design (including UX), Digital Copywriting.

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