Archive for March, 2007
A Digital Wake Up Call
Big news from the world of advertising – Nike has chosen to look for a new ad agency. Why is that important to you? Nike has been working with Weiden & Kennedy for decades, a firm that has come to be recognized for their role in turning Nike into a marketing monster. Yet, despite their lofty position in the advertising hemisphere, Nike has identified a weakness – Wieden has been slow to adapt to the Internet — an important arena for a marketer as focused on the youth audience as Nike.
From the Wall Street Journal:
The message is clear: No matter how talented an agency’s creative team or how well the client’s management likes the firm’s executives, the agency is of limited value unless it embraces digital media.
The decision Nike has made is focused on the youth market. What about your market? How are they using the internet and what steps have you taken to address their needs in working with your organization?
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