Ogilvy pips Burnett in Nike SE Asia shootout

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