Sources close to Nike said the U-turn was because Hakuhodo has a joint venture with TBWA, which holds adidas’ global creative account. “You can’t have both the Nike and adidas brands in the same family,” a source noted.
The move follows the news that Nike Japan’s marketing director Marvin Chow has shifted to the same role in Greater China. The Hakuhodo appointment is thought to be one of the last things Chow worked on in Japan.
Industry insiders suggest Nike was looking to streamline its marketing operations in Japan. It has also recently shifted creative assignments in Korea, and is tipped to appoint Ogilvy & Mather to duties in Southeast Asia.
The source added that Nike had been performing well in Asia, despite cutting back on the number of offices it has in the region. “Nike wanted a different service from that of Wieden & Kennedy. It wanted a full-service global agency. Ultimately, Hakuhodo performed best in the pitch.”
Nike did not confirm the development; Wieden & Kennedy and Hakuhodo also declined to comment. The brand’s media spend in Japan is up to $30 million.
