SBD/8/Sponsorships Advertising Marketing


     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,
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