Fallon to take lead on Nike's SEA brief

<P>Nike Southeast Asia has ended its retainer with Ogilvy RedCard in favour of a project-based relationship which the agency will share with Fallon Asia.</P> <P>According to Nike regional marketing manager Tinaca Tsai, Fallon will be charged with driving creative strategy across Singapore, Malaysia, Philippines and Indonesia. </P> <P>"Fallon will be involved in mapping out our two-year marketing objectives," Tsai said. "We want to make sure they understand the Nike brand not just from a regional perspective, but from a global one." </P> <P>Localisation duties will continue to be handled by Kinetic in Singapore; M&C Saatchi in Malaysia; and split between Ogilvy & Mather and Leo Burnett in the Philippines. </P> <P>Ogilvy RedCard CEO David Mayo said that greater localisation was always expected, given Nike's long term Southeast Asian plans.</P>

by | 08/09/2006