Puma has appointed Havas Media as its global agency for media buying and planning, with effect from January 2018, following a review conducted by ID Comms, a global management consulting company for media and advertising. The shoe and apparel company held the review as part of an "overarching strategy" to transform its approach to consumer marketing, according to a media release. Adam Petrick, global director of brand and marketing for Puma, said the brand was impressed with Havas Media’s "strong strategic skills and forward thinking".

Peter Mears, global CEO of Havas Media, said that the teams were closely aligned on the role paid media should play for a global sports brand.

"Data and performance marketing are increasingly important but it’s creative, strategic use of media that matters to consumers, and that can help the brand succeed,” Meers said.