McCann secured the business following a two-round presentation against JWT during a one-month pitch.
The pitch, led by MD Spencer Wong and creative consultant Nick Lim, was initially for projects for the brand’s basketball league and Euro Club Soccer. Wong said Nike needed to create more specific work for Hong Kong, after a relatively quiet period for the brand in the city, compared to its aggressive marketing activities in China.
The pitch, led by MD Spencer Wong and creative consultant Nick Lim, was initially for projects for the brand’s basketball league and Euro Club Soccer. Wong said Nike needed to create more specific work for Hong Kong, after a relatively quiet period for the brand in the city, compared to its aggressive marketing activities in China.
“We need to empower the brand with more great local integrated creative execution and solutions, and not just rely on regional adaptation,” he said.
“Its competitors are investing a lot more in their campaigns and other up-and-coming fashion brands are emerging in the market.”
Nike Hong Kong marketing director Amy Wu, who joined the company six months ago from PCCW, said that the brand needed “new ideas, freshness and edginess” if it was to widen the gap on key rival adidas.
“We are confident that McCann’s creative thinking can bring some novelty and freshness for Nike in Hong Kong, through its strong understanding and insights into Hong Kong youth.”
