SINGAPORE: After a massive management shakeout, Nike Southeast Asia
has handed its account to Ogilvy & Mather following a creative and
strategic shootout against Leo Burnett.
The sports apparel company organised a selection committee to oversee
the pitch. Comprising key executives from Singapore and overseas, the
committee awarded agencies points against set criteria, such as insight
into the category and creative capabilities.
Committee members included the newly-appointed Nike Southeast Asia
marketing director, Dennis Susay, and newly-appointed general manager,
Thomas Soo Hoo, who replaced Satyen Patel after his mid-year
departure.
O&M, which beat Burnett by a handful of points, will mostly adapt work
from Nike's US agency Wieden & Kennedy.
The account covers Singapore, Indonesia, Malaysia, Brunei, India,
Philippines, Pakistan and Thailand.
The incumbent agency Dentsu Young & Rubicam declined to repitch, arguing
it was hard making a profit from the account as Nike only spent small
amounts on advertising.
It is understood that Burnett was invited to pitch after carrying out
project work for Nike in the region.
Media buying and planning remains with MindShare.
