Wieden Shuffles Deck

9-Year Vet Takes Over Nike Creative Work
LOS ANGELES–The recent departure of Nike creative director Chuck McBride from Wieden & Kennedy has sparked a reshuffling in the shop’s creative management ranks.
Bob Moore, a nine-year veteran of W&K, succeeds McBride as creative director on Nike. McBride left the shop a few weeks ago to join TBWA/Chiat/Day.
The 39-year-old Moore said that heading creative on the Nike account with co-creative Hal Curtis will be like coming home. Four years ago, he led Nike’s creative work out of the agency’s Amsterdam office. He worked with Nike’s Rob DeFlorio, now the brand’s director of advertising. “In the [early 1990s], we were basically inventing the brand in Europe,” Moore recalled. Since returning to Portland in 1995, Moore has focused on Coke and Microsoft.
Meanwhile, Jim Riswold, 42, executive creative director of the agency’s Portland, Ore., headquarters, is relinquishing management responsibilities to focus exclusively on AltaVista.
Susan Hoffman, who recently returned from W&K’s London office, takes over Riswold’s
creative management duties. She will work closely with agency co-founder Dan Wieden, who is stepping up his creative oversight in Portland. “All this allows me to work closely with Susan,” said Wieden. “It’s a natural fit.”
Wieden said the shifts were prompted by Riswold’s recent discovery that he wanted to return to a more hands on role with creative, after pitching AltaVista this summer.
“I think people should stick to what they do best,” said Riswold.