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The 4-year-old Wieden & Kennedy/McCann-Erickson alliance for Nike in Japan appears to be fraying. Wieden’s 20 or so staffers have moved into separate offices.
The change, however, is more than one of location. While Japanese McCann creative staffers used to work closely with Wieden in developing Nike TV spots, the latest round of ads was created exclusively by Wieden. McCann continues to handle Japanese media.
“We’ll be getting involved in a wider range of activities for Nike than just TV advertising; indeed, every aspect of the business where they feel we can help,” said David Miller, managing director of Wieden in Tokyo, who moved his staff this summer.
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