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SBD/January 7, 2013/Marketing and Sponsorship
Published January 7, 2013
WARM IT UP, CHRIS: AD WEEK's Sam Thielman wrote Clippers G Chris Paul's recent State Farm commercial provides "yet another example of how much fun Paul can be." Paul represents Nike's Jordan brand, "among other endorsements, and he's easy to watch -- to the extent that one wonders if he'll eventually try his hand at something beyond commercials." The State Farm spot is a "very slick ad -- it's a good example of how to pack a lot of story and branding into a single minute, with a controlling pun (assist vs. assist), a linear progression the audience can follow (the two characters aging simultaneously), and a quality punch line" (ADWEEK.com, 1/3).
PORTLANDIA: MARKETING WEEK's Sebastian Joseph reported Nike has "taken management of its social media marketing in-house and away from its digital advertising agencies in an effort to get closer to its fans." The company’s internal social media teams now will "manage all online communities from its Portland, Oregon headquarters after previously outsourcing the responsibility to agencies such as AKQA, Wieden & Kennedy, Mindshare and R/GA." The move follows a review by Nike Global Dir of Social Media Marketing Musa Tariq, who "pushed for the brand to assume full control of its social media offering following his arrival from Burberry last October" (MARKETINGWEEK.co.uk, 1/3).