nike
Nike back to Wieden for fewer, bigger ads
Goodby is out of the picture as Nike consolidates $350 mil account at longtime agency
by Alice Z. Cuneo and Wayne Friedman
Nike is making a major shift in its advertising strategy, in an effort to regain market share while cutting costs. The athletic footwear and apparel maker "will be doing fewer campaigns and putting more weight behind them," said one executive familiar with the strategy.
In general, …
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…Nike recently brought in Chief Marketing Officer Ellen Turner, formerly chief marketing officer at Kinko's, who in her last two marketing jobs hired TBWA/Chiat/Day to handle ads.
For Goodby, the switch allows the agency to pursue other apparel and sports marketers, maybe even TBWA/Chiat/Day's Levi's account. Nike refused to allow Goodby to participate in a 1997 pitch for Levi's won by its Omnicom group sibling.
Copyright November 1999, Crain Communications Inc.
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