During a 21-year partnership with W&K, Nike has created some of the world's most attention-grabbing advertising: Nike "good v evil" and the recent $3m Terry Gilliam-directed epic in cages on a ship, both for World Cups; "tag", last year's Cannes grand prix winner; famous ads starring Pete Sampras and Andre Agassi playing in the streets of Manhattan; Tiger Woods playing keepy-uppy with a golf ball; and Brazil's team playing soccer at the airport terminal. It is a remarkable body of work, both in its variety, daring and consistent originality. At Nike there is a streamlined decision-making process that gives marketing directors real power and a refusal to rely on market research pre-testing which so often neuters edgier commercials. There is also the long relationship with one of the world's best ad agencies, and what Wieden describes as "an honesty about sport". Things only happen in Nike ads that sportsmen and women can really do.
Instrumental to Nike’s development and evident success is its efficiency in integrated marketing communication. The company has learned to apply a strategy wherein it could constantly communicate its messages through all media instruments, and consequently, to every consumer; this according to (2006), was made possible through Nike’s combination of conventional and modern advertising.
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