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Starbucks is aiming to get closer to Nike’s status as a superstar brand, last week selecting Nike shop Wieden + Kennedy to handle its $15-20 million creative and media business.
For its ability to capture “the true essence of a brand’s emotional uniqueness,” as requested in the RFP, Wieden in Portland, Ore., will reap $4-7 million in compensation (well above the typical percentage), according to the RFP.
The RFP asked contenders for case studies of “tactical efforts designed to build traffic” and samples of media plans that employ print, outdoor, guerrilla, interactive, signage and collateral, “rather than television and radio.”
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