R/GA Taps JWT's Rasmussen to Lead Nike Account

Shop's New Executive Creative Director Was on JetBlue Business

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NEW YORK (AdAge.com) -- At a time when traditional agencies are poaching digital-shop talent, R/GA has turned the tables and hired its new executive creative director from WPP Group's JWT.
Robert Rasmussen
Robert Rasmussen

The Interpublic Group of Cos. digital agency has tapped Robert Rasmussen to lead its Nike account, the position held by Nick Law before he became chief creative officer in North America.

Worked on JetBlue 'story booth'
While Mr. Rasmussen may have been housed most recently at a traditional agency, his skills are anything but old fashioned. At JWT, he was the creative director behind a JetBlue campaign that integrated traditional storytelling with interactive media in the form of a traveling "story booth," where travelers could videotape their stories about experiences with the airline. The videos became the basis for the campaign's work online and on TV.

"We've bumped up against a need," said R/GA CEO Bob Greenberg, "for people who can tell linear stories in both a creative and metaphorical way. That's a really important part of the future of our agency, where traditional skills sets have been overlooked is in the realm of the 'big idea.' Someone like Robert has a lot of the skills we are looking for. He has a lot of experience of dealing with big concepts and ideas and he also has an interest in learning the full digital landscape. Then we get a one plus one equals three or four kind of person."

Growing the shop
Mr. Rasmussen is the latest addition to the R/GA team, which has been growing steadily over the summer. While most of the hires have been focused on the London office, the New York outpost introduced a retail unit to bring virtual and interactive experiences into the physical retail space.

Mr. Rasmussen will oversee interactive work on an account that includes Nike Plus, Nike Running, Nike iD, Nike Women and Nike.com, to name a few.
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