SBD/October 16, 2013/Marketing and Sponsorship

Nike's Converse Brand Conducting Media Agency Review To Support Growth In Sales

Nike-owned Converse is "on track to double its sales over the next few years and it's looking for a media buying and planning agency to support that growth," according to Alexandra Bruell of AD AGE. Sources said that the Andover, Mass.-based brand is "in the midst of a media agency review." Contenders include Publicis Groupe's MediaVest, Omnicom's OMD and independent Horizon. Nike's "longtime creative shop Wieden & Kennedy has supported Converse media efforts." Anomaly is the creative agency for Converse. Sources said that the media budget -- $22M -- is "not huge." But agencies are "likely to perk up at the thought of working with a cool brand poised for major growth." It is "attractive too to be a part of the universe of Nike." That media budget, while small, is "a healthy boost" from the $5M that Converse spent on U.S. measured media in '12. The move to "boost media investment is on line with Converse's growth goals" (ADAGE.com, 10/15).
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