"He is the perfect combination of what we need to run what is one of our most challenging accounts (Nike)," says R/GA's CEO/global chief creative officer Bob Greenberg. "We had to find someone who was interested in our new model and committed to understanding the digital landscape, someone whose work we respected both in the interactive and traditional space, who is a big idea and conceptual person and had experience in terms of leading sizeable teams."
While Rasmussen most recently oversaw the entire JetBlue account as ECD at JWT, he spent several years at W+K Portland and New York honing his interactive and storytelling skills.While at W+K New York, he had a hand in creating the much lauded Beta7 campaign. This is a valuable attribute to Greenberg, who says while the 30-second spot may not occupy the role it once did, creative storytelling is still of primary importance in interactive.
"We think the direction things are going in the mobile space and broadband and iptv, etc will certainly require creative storytelling - but in the context of something that will have an interactive or digital aspect to it. So it may not a be a 30-second ad; it may be something that's 2 minutes, it may be a game or it may be a demo or some other variation. We have to find people who understand how to produce a big idea."
Rasmussen, who will report to Law, joins R/GA in August and will work across all branches of the account including Nike+, Nike Running, NIKEiD, Nike Basketball, Nike Women, Nike Gridiron, NikeStore, and Nike.com.