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
. . .
Some common words found in the essay are:
September Nike's, Friedman Nike, Alpha Project, Alta Vista, Davidson Co, DEPRESSED MARKETPLACE, San Francisco, April Goodby, Ellen Turner, Strauss Co, creative director, executive familiar, market share, athletic footwear, chief marketing officer, longtime agency, director nike, wieden kennedy, depressed marketplace, account longtime, nike refused, account longtime agency,
Approximate Word count = 1093
Approximate Pages = 4 (250 words per page double spaced)
|
 |
