Nike’s global media review has ended and the account which covers the Nike and Jordan brands in all major markets, is estimated to be worth $1 billion. The brand has selected two new independent agencies, PMG and IPG Media brands’ Initiative to split a bulk of its account.
The brand confirmed that PMG will be its integrated media agency in North America as well as global digital capabilities partner while Initiative will handle integrated media globally.
Nike said in a statement, “We have concluded our review of agency partners who provide paid media strategy and execution (planning and buying) for brand advertising and performance marketing. This is part of our standard operating procedures to ensure Nike continues to have the best-in-class paid media agency partners around the globe. We thank all our agency partners, especially those with whom we have had long-term relationships, for all the work we have delivered together.”
Wieden+Kennedy (W+K), which remains Nike’s creative agency of record, previously handled media planning in North America. Wieden may retain some business in North America according to sources.
WPP’s Mindshare and Stagwell’s Assembly previously managed media for the brand in Europe and independent agency W+K held the media account in North America.
While Initiative will be charged with global campaigns in Asia, there are still parts of the business that are up for review in the region, according to sources. WPP, Publicis, and Dentsu are believed to be pitching for business in the Greater China region which includes Hong Kong and Taiwan.