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Wieden & Kennedy, Portland, Ore., has reorganized its Nike team, implementing a new mini-agency structure led by Jamie Barrett and John Jay, two longtime creative directors on the account.

The agency also recruited noted creative talent Chuck McBride from Foote, Cone & Belding, San Francisco.

The reshuffling at Wieden comes as Nike is plotting moves of its own in personnel and ad strategy that hint at bigger changes to come.


Executives at Nike and in the sports industry said Nike has hired Ian Todd, director of operations for Europe, Africa and the Middle East at International Management Group, the world's largest sports marketing company.

Mr. Todd will serve as Nike's director of global sports marketing, but there's speculation within the sports industry Mr. Todd is being given an even larger role.

He's expected to join Nike next year. A Nike spokesman didn't return phone calls by press time.

Mr. Todd's hiring comes as Nike muscles into the business of creating and staging sports events- a field dominated by IMG-through its own event marketing unit, Nike Sports & Entertainment (see story on Page 42).

The hiring of an executive with substantial international sports marketing experience underscores the changing face of Nike.

As it seeks to grow internationally, Nike's dominance in the U.S. contradicts the brand's cultivated image of anti-establishment rebel-it defines establishment in its category, which it leads in sales.


Nike and Wieden executives are hinting at impending change in the tenor of the brand's advertising, beginning with a new campaign being launched in January.

They declined to offer specifics, but Mr. Barrett summed up the challenge: "The brand is entering a new phase of its life. The Nike edge will remain, but will be approached differently to recognize how Nike has changed."

The new approach to the account by the agency also speaks to a changed Nike.

"Wieden & Kennedy has never been known for being a place that's overly structured," Mr. Barrett said. "But the size of Nike, and the changing nature of the company and its business, demands a more organizational approach."

Messrs. Barrett and Jay are two-thirds of a triumvirate leadership rounded out by a new lead account executive, Ben Kline, recruited last month from Fallon McElligott, Minneapolis.


Messrs. Barrett and Jay will oversee two creative teams splitting the assignments from Nike. They include men's footwear, team sports and celebrity athletes-or "hero advertising."

Goodby, Silverstein & Partners, San Francisco, handles Nike's outdoor, retail and women's businesses.

Heading up one team will be Vince Engel and Jerry Cronin. Leading the other will be Hal Curtis and Mr. McBride. Each of those four will have the title creative director.

At FCB, Mr. McBride was responsible for acclaimed work for Levi Strauss & Co.'s Wide Leg jeans and a recently launched campaign for Sega Corp. of America. He previously worked for Wie-den.

"The teams will conduct their business as if they were their own agencies," Mr. Barrett said. "John and I are responsible for seeing the big picture."

Messrs. Barrett and Jay also will work on projects for Latin America and parts of Asia, and will work with Wieden's Amsterdam office on Europe.


Nike's ad executives believe the mini-agency approach will yield greater efficiencies and more attention.

But Nike Director of U.S. Advertising Chris Zimmerman is more pleased with how Wieden is moving fresh talent onto its account.

He also cited the agency's decision to service ESPN out of New York, which has freed up talent to work on Nike.

"It's really good to have really good new people working on the account, which is not to say anything bad about the old people," said Mr. Zimmerman. "That will

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