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In any love triangle, one party always loses.
Take the Nike relationship with longtime partner Wieden & Kennedy and Goodby, Silverstein & Partners. Goodby ultimately was left behind as the athletic shoe and apparel company last week moved its estimated $350 million U.S. ad account to Wieden.
Nike officials said the decision to dismiss Goodby was based on the company’s desire to streamline its brand-level advertising and have one shop. “We believe that [streamlining] can best be achieved by focusing all our efforts through one agency, and we chose our longtime advertising partner, Wieden & Kennedy,” said director of advertising Rob DeFlorio.
Nike representative Scott Reames said that market conditions have changed since the company brought Goodby on board and it has focused on producing fewer ads with heavier media support.
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