Nike expanded 36-year-old relationship with the 2017 global Agency of the year Adweek, Wieden + Kennedy, giving lead creative duties on its brand appeal to a Portland-based independent Agency.
In response to inquiries concerning the business, a brand representative wrote, “we have nothing to confirm or announce at this time”. But several parties with direct knowledge of the case independently confirmed that W + K in Portland recently won the account after a competitive review.
The representative of the Agency to defer to the client for discussion.
It is not clear whether the review was forces or with outside consultants. It is also unclear what bodies other than visible pitched converse, who remains best known for its iconic Chuck Taylor All stars.
This step was taken about a year after the “Nike” named longtime marketing Davide Grasso as CEO, Sean McDowell as Vice President of design and innovation, and Julien Kang as Director of marketing subsidiary, converse. Grasso, who previously held the position of Vice President of global brand marketing for all of Nike, working with Wieden + Kennedy for the Nike brand in the past.
The anomaly was previously creative Agency of record for Converse after winning the 2007 review.
Partner and chief operating officer Karina Wilsher told Adweek that the MDC partners shop officially resigned Nike business in the beginning of last month by email to the client with CEO Carl Johnson. “Given the combination of significant changes to converse with staff and a role in Nike, Inc. it was less important than we would like, after 10 great years, we decided to make themselves available for other brands,” said Wilsher.
Wieden + Kennedy famously opened in 1982 with Nike as its flagship client, ultimately adding brand Jordan to its membership and to create campaigns for almost every conceivable sport.
Companies that came to dominate the basketball Shoe market is largely due to his connection with the press-Secretary of Michael Jordan, later acquired converse in 2003 for 305 million dollars.
Nike paid media spend to conversation has been scarce in recent years, as it tends to rely on the reputation of the brand as a casual fashion staple for sales promotion (along with the endless celebrity sightings). According to the company kantar Media, the company only invested $2.6 million in the US paid media in 2017, and international consulting COMvergence estimated global budget brand to be less than $ 10 million a year.
But the converse remains a household name. He was also a bright spot in the line Nike, estimated to have annual sales of nearly 10 times as high today as they were 15 years ago, when the company was sold. Tendency Nike for making the Producers Chuck the playoffs in Taylor, the court was also a powerful weapon, according to various reports and legal documents.
The appointment of Wieden + Kennedy, marks the latest in a series of changes for the brand.
In February, the press Secretary of the Agency of converse in the American media, the candidate of medical Sciences, confirmed that the client was issued a request for its media planning and buying business. The omnicom network so refused to protect your account in this review which is not yet officially concluded.