One of the world’s most recognizable sport brands, Reebok, will begin a partnership with Cut The Mustard starting January 2017. The agency will handle Reebok’s content marketing across all fronts.

Comprehensive Reebok brand management

Cut The Mustard has been entrusted with comprehensive brand management for Reebok — covering both sports and classic product lines. Planned activities include event organization, digital communication, influencer and ambassador collaborations, and media relations.

„We have decided to entrust all Reebok activities in Poland to a single agency. Our goal is to unify communication across all possible touchpoints with the consumer, thereby increasing campaign reach and brand engagement. We are eagerly awaiting the first results of this collaboration” – says Eliza Godzimirska, Brand Activation Manager, Reebok Poland.

Unified communication and greater reach

This entirely new approach for Reebok in agency collaboration aims to guarantee brand consistency across all areas.

Partners and media house Carat

Cut The Mustard is collaborating with PR.me to support media relations and Lettly to manage influencer partnerships. Carat will handle media buying.

Cut The Mustard was selected through a competitive bidding process. The agency is responsible for strategy planning, creative development, and full campaign execution with a digital-first mindset. It focuses on bold ideas that result in audience-appropriate, engaging content.

Terms explained

PR — Public Relations / relations publiczne. Activities that build an organization’s reputation and relationships with its environment: media, customers, employees, partners, and communities. PR includes press releases, media relations, crisis management, events, and brand storytelling.

Why it matters: It builds credibility from third-party voices — something no ad can buy. Editorial coverage and well-handled crises carry more weight than any campaign — because someone else speaks about the brand.

When to use: Continuously: media relations, press releases, interviews, events; especially during crises or company changes.

Risk of neglect: Without media relationships, a company communicates only through paid channels, and during a crisis, it lacks spokespersons and public trust.

Media. Channels and platforms through which communication reaches audiences: internet, print, television, radio, outdoor, podcasts, newsletters, and social media. In marketing, media also refers to the purchase and planning of ad placements.

Why it matters: This is the marketer’s playing field: choosing the right channels determines whether the message reaches the right people at a reasonable cost. Media is also a major expense — often the largest item in a campaign budget.

When to use: In every campaign planning: selecting channels based on target audience, objective, and budget.

Risk of neglect: A great creative in the wrong media is a message sent nowhere — it reaches the wrong people, at the wrong time, and at too high a cost.

Summary

Reebok has chosen an unconventional approach: transferring all marketing activities in Poland to a single agency. Cut The Mustard will handle events, digital communication, ambassador and influencer partnerships, and media relations. PR.me and Lettly will provide support, and Carat will manage media buying.

According to Eliza Godzimirska, Brand Activation Manager at Reebok Poland, the goal is to unify communication across all consumer touchpoints and increase brand engagement. The agency won the tender and operates with a digital-first philosophy.