SBD/Issue 52/Sponsorships, Advertising & Marketing

Nike Gives Ad Duties In China To Wieden & Kennedy

Nike has awarded its ad account in China to Wieden & Kennedy (W&K), the agency that handles Nike’s advertising “in most other parts of the world,” according to James Areddy of the WALL STREET JOURNAL. The account had been held by WPP Group’s JWT since ’97, but JWT Greater China CEO Tom Doctoroff said that “even as Nike’s spending has risen, the account has always contributed less than 4% of JWT’s China revenue.” With the ’08 Olympics to be held in Beijing, one source “estimated that Nike is likely to spend tens of millions of dollars in advertising in China over the next three years.” Sources added that W&K is planning to build its campaign for the ’08 Games around Chinese sprinter Liu Xiang, who is sponsored by Nike. According to Nike’s annual report, the company’s revenue in China “nearly doubled in the 12 months ended in May,” as Nike opened an average of 1.5 retail outlets per day in the country (WSJ, 11/23).

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Nike, Wieden Kennedy

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