The biggest global advertising campaign of Wieden+Kennedy

Added: 01/18/2006

Wieden and Kennedy is an independent, creatively led advertising agency that creates strong relationships between good companies and their consumers. The agency has offices in Portland, New York, Amsterdam, London, Tokyo and Shanghai. Brand building is its key strength. It finds the cultural truths about or intersections between a product, consumer and business.

The agency was founded by Dan Wieden and David Kennedy in 1982. Today, it is the leader among the most creative agencies in the world. Working in all media, including broadcast, print and online, Wieden and Kennedy specializes in understanding cultural trends. Such brands like Nike, ESPN and Miller High Life have already become influential for the culture. Once brands are accepted on this level, they are infinitely more powerful. After more than twenty years the agency remains independent.

Ever progressive, the company has also launched a school, called 12, for aspiring advertising professionals to provide a thirteen-month program of a hands-on experience.

In order to create a splendid global advertising campaign, the agency cooperated with those clients, who are passionate about what they do. To make a global advertising campaign a success, an agency's client has to believe in the power of branding and to be ready to take a calculated risk to achieve breakthrough results. In order to create a good, collaborative relationship, both the client and the agency should realize that a global advertising campaign can make a difference to their business over the long term.

Due to such philosophy, the agency created an impressive clients list. It includes: in Portland: Allsteel, the American Indian College Fund, The Coca-Cola Company (PowerAde), Electronic Arts, Millennium Import LLC (Belvedere Vodka, Chopin Vodka), the Miller Brewing Company (Miller High Life), Nike, the Oregon Tourism Commission, Starbucks; in New York: Avon, ESPN, the jet Blue Airways, Jordan, Nike, the School of Visual Arts, Sharp, the US Trust (a division of US Trust); in Amsterdam: The Coca-Cola Company (PowerAde), Gore-Tex , Heineken, HypoVereinsbank, Nike, ONVC, Sharp, Siemens, Vodafone; in London: Electronic Arts, Honda, Loot, Nike, Pizza Hut, the Sky Channel, the Wales Tourist Board, Yakult; in Tokyo: Kumon (a Learning Center), Lotte (Fast Food), the Mori Development, Nike, Sapporo Beer, Sharp; in Shanghai: Heineken.

Wieden and Kennedy has a reputation as one of North America's most creative agencies, largely as the result of its superb work over the years for the key client Nike. It is the Nike slogan "Just do it" that the independent advertising agency is best known for.

Nike is still W+K's biggest client. It assigned the agency's relatively new office in Shanghai its ad business for China, one of the most promising markets for Nike, which is based near Beaverton. In 2005, W+K also launched a well-received ad campaign, featuring one of Nike's premier athlete endorsers, Cleveland Cavaliers basketball star LeBron James.

Another big client of Wieden and Kennedy is Coca Cola. The advertising agency was expected to produce a global advertising campaign, similar to what was created for McDonald's Corp.'s "I'm Lovin' It". In 2004, Coke spent an estimated two point seventeen billion dollars in advertising and vowed to add four hundred million dollars to the marketing budget of 2005.

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