Mindshare gets tick of approval, retaining Nike locally amid global shift

Nike has shifted much of its media buying out of GroupM agency Mindshare as part of a global review, however in Australia the agency has retained the business, Mumbrella understands.

Campaign US reported last week the American multinational brand had concluded its US$1 billion-plus (A$1.45b) review, with the majority of the global business landing with Mediabrands’ Initiative, while the US market went to independent PMG.

Mindshare holds on to Nike in Australia

Mindshare has held the account locally since 2013, winning the lucrative account from Razor in one of the first major wins under Katie Rigg-Smith.

In a joint statement provided to Mumbrella after publish, Mindshare and Nike Pacific said: “While Nike APLA HQ has recently moved their account, this decision does not affect the existing relationship between local Mindshare and Nike Pacific teams. It is business as usual for us and we are looking forward to continuing with the strong partnership.”

The global realignment has seen Initiative take the brand from Mindshare in many global markets, including in Europe, Asia and Latin America.

It is understood Nike still does not have a local creative agency in Australia, with the majority of its creative output coming via long-term agency partners Wiiden+Kennedy in the United States. W+K handled most of Nike’s integrated media in the US previously, which will now move to PMG.

Its last Australian campaign came via the Portland-based agency in 2017, featuring a number of local athletes.

Nike is one of the world’s most recognisable marketers

Locally, Nike’s other agency partners in Australia includes One Green Bean and R/GA.

Mindshare CEO Katie Rigg-Smith will soon be replaced by Maria Grivas as CEO, with the latter set to join from Mediabrands’ Reprise at the end of this month.

Rigg-Smith will then take on her wider group role as WPP chief strategy officer at the beginning of October.

Recently the agency prized away the $10 million Blackmores vitamin and supplement business from OMG agency Hearts & Science.


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