Nike Shifts Focus on Direct-to-Consumer Business, Selects Initiative and PMG as Advertising Agencies of Primary Importance
Nike's Fresh Media Duel
The hot potato of Nike's global media duties has been passed to two new agencies, and it's causing a stir! IPG Mediabrands' Initiative has snagged the global media gig, and they'll be handling Nike's media in the EMEA and APLA regions. Meanwhile, independent media agency PMG has grabbed the integrated media AOR spot in North America.
The account's estimated worth hovers around the billion-dollar mark, with a chunk of that cash funneled into Nike's DTC (direct-to-consumer) initiatives. An insider source revealed the North American portion could be worth anywhere from $300 to $400 million.
R3, the process manager, wasn't available for comment.
WPP's Mindshare and Stagwell's Assembly previously oversaw media duties for the brand in Europe, while independent agency Wieden+Kennedy (W+K) held the media account in North America. Known for their creative flair, W+K has a long-standing partnership with Nike, primarily contributing to their advertising and marketing efforts.
However, the fine details of which media agencies were specifically handling media buying or planning duties in Europe and North America before IPG Mediabrands' Initiative and PMG aren't explicitly stated in the search results. Digital sleuthing suggests other media holding groups like Omnicom Media Group and Publicis Groupe might have had their hands on the Nike media account in various regions. The exact identity of these agencies requires further digging into specialized industry sources to confirm.
- The business relationship between Nike and Wieden+Kennedy, known for their creative contributions to Nike's advertising and marketing efforts, has been redefined, as W+K no longer holds the media account in North America after IPG Mediabrands' Initiative and PMG took charge.
- The shift in media duties for Nike, including the incorporation of technology for their DTC initiatives, has led to a rearrangement in the finance sector, with agencies like Omnicom Media Group and Publicis Groupe potentially having involvement in media planning or buying for Nike in various regions, although these details are not clearly stated.
