Razor loses Nike as account moves to Mindshare


Media agency Mindshare has won the multi-million dollar Nike account from Razor, Mumbrella can reveal.

It is understood the agency picked up the account servicing Nike’s Australian and New Zealand markets after working on the digital component of the account over the last year.

Nike moved the account to Mindshare without a competitive pitch. Mindshare is also the globally aligned agency for Nike.

“We are delighted to be working with Nike now across all media channels,” said Katie Rigg-Smith, CEO of Mindshare.

“Particularly going into a year like 2014 and the World Cup in Brazil.  Nike are an innovative marketeer, obviously understanding the world of paid owned and earned that they operate in which is exciting for us as an agency partner. We look forward to a great partnership with a brand of such iconic status.”

A spokeswoman for Nike confirmed to Mumbrella that the account “had recently changed”.The major account loss for Razor comes just three months after former Publicis Mojo executive Graeme Wills bought into the agency and launched sister creative agency Joy.

It follows the loss of the creative account from Joy, part of Razor Group, to CumminsRoss in mid June.

Andrew Wynne, Director of Razor Group said in an emailed comment that they were proud of their long relationship with Nike.

“We’ve had a long and fruitful relationship with Nike as an independent agency, which has seen us create a number of locally developed and pioneering campaigns such as the globally award winning Nike She Runs initiative,” said Wynne.

“We are incredibly proud of the work we’ve created with Nike and are sorry to see that relationship end, but we recognise the Nike imperative for global realignment means the Australian team must follow suit. Razor and new agency Joy are on a growth curve, with staff numbers bolstered by recent new business for the Razor Group.”

Wynne said there would be no losses as a result of the major account loss.

“There is absolutely no job losses as a result of losing this account. Razor is actually looking to hire between 4-5 new roles,” he said.

Nic Christensen


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.