Nike Names New Digital Chief

Tesa Aragones Joins Sports-Apparel Giant From David & Goliath

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DETROIT ( -- Nike, already a creative powerhouse in digital marketing, is beefing up its capabilities by adding Tesa Aragones in the newly created post of global digital brand leader.
Tesa Aragones
Tesa Aragones

Ms. Aragones, 38, had been managing partner-digital branding at independent David & Goliath, Los Angeles, where she also headed its Hispanic unit, DNG. At Nike, she will report to Stefan Olander, global director-brand connections, and Nancy Monsarrat, global brand director-women's training.

Nike's digital agency, Interpublic Group of Cos.' R/GA, New York, already has won a slew of awards for the client, including the International Andy Awards' 2007 Best of Show Grandy, the first time a digital blitz captured that accolade. "We're thrilled to have someone of Tesa's caliber onboard," Mr. Olander said. "She is a great addition to our team."

Sizzling results
Nike, which will report its most recent quarterly results March 19, sizzled in its last quarter, which ended Nov. 30. The company said global revenue in that quarter grew 14% to $4.3 billion in the period from $3.8 billion in the same quarter the year before. Net income in the period jumped 10% to nearly $360 million.

Ms. Aragones joined David & Goliath in spring 2006 from Volkswagen of America, where she spent nine years and rose to director-media and interactive marketing. At the independent agency, she helped Kia Motors America integrate its largest U.S. sports sponsorship, with National Basketball Association teams, and partnerships with five local-market broadcast stations.

She also was integral to helping the agency win a 2007 Reggie Award for Universal Studios Hollywood's "Halloween Horror Nights," which surpassed the client's attendance expectations by 40%. She was honored in Advertising Age's 2007 40 Under 40.

'Strong strategist'
Ms. Aragones told Advertising Age today that her move to Nike is unrelated to the sudden departures of two executives at David & Goliath client Kia this month. Ms. Aragones said she had already accepted the Nike job when the news hit that Kia CEO Len Hunt and VP-Marketing Ian Beavis had resigned.

Mr. Beavis told Ad Age last year that he was impressed with Ms. Aragones' creative approaches, which he said were always tied to a business solution. He called her a "strong strategist."

In an interview last year, Ms. Aragones criticized ad agencies that approach digital as a one-off. "You have got to step up to the plate, take some risks, think in an integrated manner and be willing to lead," she said.
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