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SBD/8/Sponsorships Advertising Marketing
MORE COMMENT ON NIKE'S JAPANESE ACCOUNT
Published March 8, 1995
Nike's arrangement of an alliance between McCann-Erickson and Wieden & Kennedy to handle its advertising in Japan, "raised questions along Madison Avenue as to where the agency business is heading," according to Kevin Goldman of the WALL STREET JOURNAL. What makes the alliance different from other joint ventures, is that the agencies are working together as one agency "dedicated to one brand," Nike. Although execs from both agencies say they are concentrating on the Nike account, "there are whispers that the alliance could be expanded to other brands." A Nike spokesperson says the alliance is unusual: "It's not the kind of arrangement we've ever had before, but we have tremendous faith in both organizations. The Japanese market is so different, so unique, that it is a good idea to get an agency [McCann] who is an expert on the market and an agency [W&K] who is an expert on Nike" (WALL STREET JOURNAL, 3/8). Nike spokesperson Judy Campbell called all reports that Nike was de-emphasizing its relationship with Wieden & Kennedy "completely false." Campbell: "Things are better than ever" (Jeff Manning, Portland OREGONIAN, 3/7).