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Nike back to Wieden for fewer bigger ads Goodby is out of the picture as Nike consolidates 350 mil account at longtime agency by Alice Z Cuneo and Wayne Friedman Nike is making a major shift in its advertising strategy in an effort to regain market share while cutting costs The athletic footwear and apparel maker will be doing fewer campaigns and putting more weight behind them said one executive familiar with the strategy In general Nike either has produced numerous individual ads or a group of spots and print executions for basketball golf or leisure apparel to run in limited targeted rotations The new approach comes as Nike consolidated its account at longtime agency Wieden Kennedy Portland Ore dropping Goodby Silverstein Partners San Francisco and ending a two-year emotionally charged rivalry between two of the nations most creative agencies In an analysts meeting earlier this year Nike officials said ad spending in fiscal year 2000 would hit 350 million For the first six months of 99 Nike spent 126 million DEPRESSED MARKETPLACE The shifts correspond to Nikes attempt to cut costs for the company overall according to analysts Nikes core athletic footwear business continues to face a depressed marketplace as well as challenges stemming from a continuing drop in market share According to NPD Group from January through September Nikes market share dropped to 314 from 349 a year ago Through September the overall athletic footwear market has slipped 1 or 133 million to 99 billion Actual unit sales of footwear are down 5 After a poor fiscal 1999 that ended in May Nike rebounded somewhat with net income up 22 or 2002 million in the quarter ended Aug 31 compared with 1638 million for the same period a year ago Revenues remained the same at 25 billion Nike also had a tough fiscal year in 1998 In the running category
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