Amber Fredman is Puma's director of North American marketing at the company's North American HQ in Westford, MA, overseeing global ad strategies.
She defines Puma's North American market position: "We are not positioned as sportswear, but rather as lifestyle or classics - the original shoes from the 70s.
"As far as our ad strategy goes, we needed a campaign to bridge different brand positions worldwide in one creative execution," explains Fredman
Working with limited production dollars, Puma
seeks to address a worldwide audience, presenting both lifestyle and traditional sports brand identities.
So in 1995, Puma
chose Quaker City Mercantile
, Philadelphia PA, as its global agency and got to work infiltrating the subconscious acquisitive urges of hipsters and jocks alike.
"Quaker City Mercantile
(formerly known as Gyro Worldwide) is fully involved in the corporate identity of Puma
and has grown with us as we have emerged from being a lifestyle brand to being both a sports and lifestyle brand," says Fredman
There is no copy other than the logo and the words 'Make Me Bad' from the [title of] the Korn music in the background," explains Fredman
admits that production dollars available for TV spots are far from astronomical, with about four executions a year.
However, the Web site Puma
.com and heavy product placements in films and on celebrities pick up some of the slack in terms of getting Puma in front of the right eyes.
"Product placement is not larger in terms of out of pocket cash, but in the amount of impressions we get, it vastly exceeds what we get from advertising," says Fredman