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, Nike either has produced numerous individual ads or a group of spots and print executions for basketball, golf or leisure apparel to run in limited, targeted rotations. The new approach comes as Nike consolidated its account at longtime agency Wieden & Kennedy, Portland, Ore., dropping Goodby, Silverstein & Partners, San Francisco, and ending a two-year, emotionally charged rivalry between two of the nation's most creative agencies. In an analysts meeting earlier this year, Nike officials said ad spending in fiscal year 2000 would hit $350 million. For the first six months of '99, Nike spent $126 million. The shifts correspond to Nike's attempt to cut costs for the company overall, according to analysts. Nike's core athletic footwear business continues to face
As Wieden gets ready at the end of the year to move into new headquarters, Mr. In recent months, Goodby's star had dimmed as Geoffrey Frost, the global ad director who hired the agency, left Nike and was replaced by Rob DeFlorio, ad director for Nike U. " Goodby Partner and General Manager Harold Sogard, on the other hand, said, "It was obnoxious to lose to Wieden. DeFlorio said something like "Here's the big bombshell. "There's a synergy between those pieces of business," Mr. GOODBY RESIGNS By April, Goodby, frustrated by the lack of approval of work--and what it considered an unwieldy and difficult client--submitted its resignation. Wieden, meanwhile, after a few missteps early on with new tagline "I can," kept the lion's share of the Nike work, and particularly its core basketball, football and other sports businesses. Since then, it has lost Microsoft and Miller Genuine Draft. 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. At the same time, the company tired of trying to manage the work--and the egos--of the two shops, an executive familiar with the situation said.
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