LONDON — Puma UK has appointed MSL as its retained strategic comms partner in the UK, after a seven-way competitive pitch.

The win puts MSL at the heart of Puma’s central creative communications function, with the agency overseeing all UK media relations, reputation management, brand awareness, product launches and influencer campaigns to drive “brand belief” and commercial results through Puma’s earned and influence channels.

The previous incumbent agency was Canoe, which had worked with Puma for 10 years. MSL will report into the sportswear giant’s UK brand and marketing team, based in London. The agency team will be led by MSL UK associate director Greta Knowles and CEO Chris McCafferty.

The retained account builds on an existing relationship: MSL has led a number of recent Puma project campaigns won after competitive pitches, including the Puma Cali Star dance challenge on TikTok, which generated 4.4 billion views on the platform, the launch of the Puma Mayze (pictured), and the relaunch of Puma’s 1968 Suede Classic shoe in the UK. The agency was also appointed as the brand's European agency last year. 

Puma UK & Ireland head of marketing Ruth How said: “We experienced a team built on a strong culture who all engaged and respected each other, and this really set them apart. The team dynamic, their understanding of the Puma brand, and the agency’s creative capabilities made MSL the perfect choice for the next chapter of Puma growth.”

McCafferty added: “Our creative work with Puma, and our expanding relationship together, are brilliant symbols of a bright and thriving MSL. We feel very fortunate to be a part of the Puma family.”