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MEDIA REVIEWS

Nike puts its US1-billion media business up for grabs next year

By our News Team | 2021

Agencies around the world will be scrambling for a slice of the action as the Nike and Jordan sports brands conduct a strategic media review.

A media account worth an estimated US$1-billion sounds like a nice little bit of income … if you can get it, that is!

Little wonder, then, that the international media agency scene is abuzz with the news that the combined Nike/Jordan sports apparel media business is being put up for review in the new year.

According to industry sources, Nike has not run a global media review of this scale in more than a decade. 

The Nike/Jordan brands’ media account is with different agencies across regions, so it will not be a case of one media agency potentially losing everything during the new business pitch. In fact, participating agencies will likely have some piece of the current action to defend, depending on the market.

Media Reviews

Photo by Kolforn via Wikipedia

Some agencies could lose more than others

International media agencies who are part of the process are believed to include GroupM, Omnicom Media Group, Dentsu Media, Publicis Media, IPG Mediabrands, Stagwell Media and Havas Media. 

“Some agencies, however, stand to lose more than others. WPP-owned Mindshare, for instance, handles traditional planning and buying in Europe and other markets. Stagwell-owned Assembly holds pieces of the business in Europe and Asia, and Hakohodo has the business in Japan,” the industry website Campaign Live reported.

“In the US, longtime creative partner Wieden+Kennedy is Nike’s primary media agency. The domestic account is estimated to be worth US$300- to US$400-million.”

The formal review is expected to start in early January, with Nike expected to choose its partners in the Northern Hemisphere spring (Southern hemisphere autumn).

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