Nike taps Nitrosoul for European TV effort

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[London] Nike has hired independent Nitrosoul to create a pan-European TV campaign after a pitch pitted the new London shop against one of Nike's main agencies, Wieden & Kennedy Amsterdam. The campaign, expected to be based around Nike athletes, breaks this fall. Paul Shearer, a founding partner of month-old Nitrosoul, was the Nike creative director at Wieden & Kennedy Amsterdam, and also at a previous agency, working on Nike business for almost nine years.

Phil McAveety, Nike VP-marketing for Europe, the Middle East and Africa, said in a statement, "Working with Nitrosoul on this project represents an exciting opportunity to expand our creative base. We are very pleased with the concepts they presented." Nitro is a 3-year-old micro-network started in Shanghai, China, by international adman Chris Clarke with Mars business. The agency now has offices in London, New York and Australia and Asia.

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