Wieden Fills Key Jobs

Moore Gets Nike Creative, Riswold AltaVista
LOS ANGELES–Chuck McBride’s exit from Wieden & Kennedy has prompted another reshuffle of creative management there.
Bob Moore, a nine-year Wieden veteran, succeeds McBride as creative director on Nike. McBride a few weeks ago accepted a post as executive creative director at TBWA/Chiat/Day, San Francisco.
Separately, 16-year Wieden veteran Jim Riswold, who has spent the past two years as executive creative director at the Portland, Ore., headquarters, is relinquishing responsibility for the shop’s overall creative to focus exclusively on new client AltaVista. He will team with creative director Rob Palmer.
Susan Hoffman, recently back from Wieden’s London office, takes over for Riswold. She will work closely with agency co-founder Dan Wieden.
Moore, 39, will team with Hal Curtis on Nike. Their challenge is to revitalize the brand domestically. “What we’re looking for from Bob is some clear new direction,” said Wieden. “He adds the spice we’ve been missing.”
Moore said heading creative on Nike is like coming home. Four years ago, he led Nike creative at Wieden’s Amsterdam office, working with Nike’s Rob DeFlorio, now the brand’s director of advertising.
“I’m ecstatic,” said DeFlorio. “[Moore is] one of the great talents in the business.”
Over the past four years, Moore has focused on Coke and Microsoft. He was instrumental in the “Where do you want to go today?” campaign.
After pitching AltaVista, Riswold, 42, told Wieden he wanted to return to the field creatively. Riswold’s quirky sense of humor apparently clicked with AltaVista president and chief executive Rod Schrock.
“I’d rather be out there shooting and editing than sitting in meetings,” said Riswold, who worked with director Joe Pytka on the AltaVista campaign, breaking this week.