• by Larissa Faw , February 12, 2014

Sports brand Puma has named DigitasLBi as its first global digital agency to develop, lead, and implement all global initiatives, the company confirmed Wednesday.

DigitasLBi's Boston office will oversee the account, and the appointment is effective immediately.

DigitasLBi executives will work closely with Puma's other agencies, including lead creative shop J. Walter Thompson, ZenithOptimedia (media), Neighbor (retail), and Weber Shandwick (P.R.).

DigitasLBi's first order of business is to translate Puma's new "Faster Forever" campaign to the multiple channels within the digital world.

"An agile agency with a global reach, DigitasLBi brings a unique savvy thinking and creative, real-time marketing to the table and is a perfect fit to PUMA to help us re-establish our brand in the minds of our customers," said Remi Carlioz, global head of digital marketing, PUMA.

DigitasLBi will support Puma with its creative, analytics, social and community management, real-time marketing, as well as production and design for global digital campaigns and related marketing initiatives.

The consumer launch of the global “Forever Faster” brand campaign conceived by DIgitasLBi debuts in the second half of 2014.