London-based digital engagement agency AllTogetherNow has completed a major piece of content strategy work for adidas, designed to unify and optimise the brand’s consumer engagement content production across the world. The adidas Consumer Engagement Content Playbook is a core set of principles, philosophy and best practice that empowers and unifies content creators across the adidas family. AllTogetherNow conducted a series of interviews with key stakeholders at adidas’ headquarters in Herzogenaurach, Germany, drawing on the agency team’s 25-year experience to develop an audience engagement strategy which would resonate across global markets. The Playbook will be used as a reference point for adidas at its global headquarters in Herzogenaurach, across adidas territories worldwide and throughout adidas’ core agencies.
Conor McNicholas, CEO of AllTogetherNow, said: “adidas is a genuinely iconic brand and it’s been a privilege to work with the team in Germany. The Consumer Engagement Content Playbook is an important piece of work for a global organisation that needs to have a global conversation with its audience. It’s all about adidas getting maximum value from the business and audience networks available to them. These are the challenges that all global businesses now face, and as an industry we’re only just beginning to solve them. I’m proud to say AllTogetherNow is at the forefront of that work.”
Colin Rattigan, Vice President of Consumer Engagement at adidas, added: “This has been a transformative piece of work for adidas. AllTogetherNow have brought a set of skills and experience to adidas that have enabled us to unlock the value we already have in the company. The Consumer Engagement Playbook is making a positive impact already and we’ll continue to revise it as adidas’ content creation evolves.”