Right Brain, Left Brain Blog

Richard Prenderville

Head of Global Brand Marketing for Reebok

Richard Prenderville is head of global brand marketing at Reebok International, where he is responsible for marketing, media and advertising for the brand on a global scale.  He joined Reebok in September 2006 from Reebok’s parent company adidas where he was vice president of media and new media.


During 2007, Richard managed the launch of two very successful Reebok campaigns that dramatically improved brand metrics.  Taking a new approach to the category and to consumers Richard and his team created landmark digital media campaigns in Second Life and Facebook that saw them win a number of awards, including a WebAward, Mixx Award, two OMMA awards and MITX.


Richard and his team has launched a three-year strategic strategy that will see over 2000 retail stores across Asia and Europe showcase new concepts for the brand.


During his time at adidas, Richard was directly responsible for the brands global media operations in addition to creating and integrating their worldwide digital media strategy.  He was the driving force behind core media developments at adidas including the successful creation and delivery of the company’s digital media strategy and branded content partnerships, such as Xbox and MTV. 


His work at adidas contributed to a team that won numerous industry awards including a Global Cannes Gold for the best advertising brand in 2006, over 10 Cyber Lions for excellence in digital media campaigns and brand websites in 2005-06 and Media and Marketing Gold for the best outdoor and interactive campaign in Europe 2005.


An experienced public speaker in the area of digital marketing, brand development and new media, Richard has spoken at leading industry events including the Yahoo! Global Conference and the Venice Festival of Media.  He is a jury member with the Valencia Festival of Media awards.  He is a published writer, often sought for his insight by the media on topics such as global brand marketing.  He is a member of the Cream editorial board.


Richard is heavily involved in athletics in both his business and personal life, and has competed in over 30 marathons and 60 triathlons, including completion of an Ironman distance triathlon.  He holds dual citizenship for the United States and Republic of Ireland. He lives with his wife and two boys in Hingham, Massachusetts, USA.


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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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