1. Mjk
By Ji Young Lee

2. Introduction to Wieden and Kennedy…
Wieden and Kennedy is based on impressive growth, unique creative and nimble structure.
The strength of Wieden is based on its ability to rebound. Portland has lost Nike +, and Nike
Running in the U.S. in 2007, which is the blow less to wallet than ego, but network created
Nike’s converse media buying and planning. Amsterdam has lost Carlsberg, but Portland
has capped the year with $100 million in Heineken work. Although it might have lost the
global duties on Proctor and Gamble’s dog food, it had won company’s Graham Webb hair
care products, and Portland has added P & G’s Old Spice interactive business to lead the
creative account. The agency’s 2007 broadcast has highlighted “videogame” for Coke-an
homage to “Grand-Theft Auto”, and “I feel pretty”, the musical starring Maria for Nike.
Also, it has worked for Old Spice which was one of the year’s most entertaining. It also
included “painted experience” which Bruce Campbell in a double-breasted blazar explains
the experience while walking in front of long nautical mural and “manly”.

3. Introduction to Wieden and Kennedy cont’d…
The years non-traditional Nike has worked a splash which included “The battle of the Nike
Gates” which an experiential marketing has worked for the basketball tournament, “Battle
of Nine Gates”. Also, it has centered on the Nine Gates of Beijing’s old city which melded
the traditional basketball, and Chinese iconography for the print, TV, and online ads. For the
non-print work, China’s most popular MC has produced and performed an original music.
In Amsterdam, the guerrilla marketing has attacked to introduce the Nike T90 Laser which
included an ad which the soccer player is accurate due to his cleats which the kick ball into
the wall, and have the marks. Wieden says the culture has its living to take on the different
characteristics which evolves within the circumstances. Wieden emphasizes their company
is the reflection of ethics and weirdness of the mother-ship, but they are also focused on to
enrich which it operates in different surroundings and different cultural settings. The cross-
pollination can enrich the rest of offices which is remarkable and honest.

4. Introduction to Wieden and Kennedy cont’d…
Also, Wieden Amsterdam’s blog highlights to think “global, and act stupid”, and features
the hidden meaning where its motto focuses on Amsterdam 150 people, 25 nationalities, and
it can’t go wrong. Besides, W+K has things like knitting classes and thirsty Thursdays” to
preserve an internal culture. Wieden says if their company can make a decision and consider
as the good decision they would challenge anything to make sure they can accomplish the
goal. If W+K refuse to give up they would find the right team for their brand marketing
success.
After Wieden’s rocky relationship with Subaru, London’s standout has worked on Honda
and positioned Wieden as the global adjunct to American Honda Motor’s non-international
independent, RPA. In last year, an agency’s international milestones have started to knit
together closely. In 2004, an agency has derived more than half of total revenues from its
foreign offices. In accordance to U.S. billings to triple between 2003 and 2006, the agency’s
management structure needed some tweaking.

5. Introduction to Wieden and Kennedy cont’d…
Wieden states the global roles in 2007, and ceded Portland to local management. The
network of Wieden has led to an enormous benefit from building agencies in 90’s rather
than 60’s and 70’s. In 90’s he has stated the client should become more global and
technology has replaced individual’s lives which has allowed offices to communicate and
travel in unprecedented ways. The corporate attitudes were changing where lots of research
was necessary in opening Amsterdam. In the past, most clients did not want 120 offices, and
didn’t want to pay offices within the Wieden Company. Wieden has agreed what building
Wieden culture is much of creative act in some ways they are the product of times.
On global management meeting in India an office was spoiling the share talent with another
which described the most electrifying period in agency’s history. For instance, Tim O’
Kennedy the industry’s strategic planner has emerged from running an Electronic Arts
account in Portland to Amsterdam as managing director. Also, Portland office is importing
an interactive talent from China. The goal of Wieden is to have a talent within an
international ship, which has opened no clients and is already working for EA., Starbucks,
and Nike, the management team which has hired cd Iris Lo firm M & C Saatchi Hong Kong
to join the creative director Frank Hahn and managing director Kel Hook. Since Wieden
agency needed an interaction, Renny Gleeson was hired from Carat Fusion as the global
director of digital strategies, and Swedish Argentinian cd Joakim Borgstrom was wrested
from agency.

6. Introduction to Wieden and Kennedy cont’d…
When Wieden has grown an agency it had hoped to maintain “less is more” difference. In
the past, since network had 120 offices it was by no means based on the strategic discipline
to fox those brands. Having many offices it had helped to fracture a brand to hold together.
Within the competitive sense, Wieden has stated to an international client it’s an
independent network which the reason is based on to establish the relationships, and lead in
various markets if not a global presence, it has been the nature of client / agency
relationships. Wieden is based on not losing margins or watching the profits to take a hit or
suffer the consequences of conscience. An importance is based on its quality of work they
tend to produce and quality of relationships they try to build.
Personal Interview of Dan Wieden about “creativity”:
http://www.youtube.com/watch?v=O6njB6ForX0

7. Wieden & Kennedy Amsterdam…
Wieden & Kennedy Amsterdam is Europe’s most energetic agency. The creative range from
Soho to Stockholm for its stunning output for its two clients Coca Cola and Nike, but
almost no one realizes about an agency, its way of working, its personnel, or its
relationships with its Portugal, Oregon, headquarters. From the outside the agency’s
creative department building it looks more like the private house, or an office of successful
solicitor.
Susan Hoffman was in charge until 1993, and widely respected Bob Moore and Michael
Prieve took over until 1996, when they were replaced by Helm and his partner, Chris Wall.
Even Wall has left after the short period to be replaced by Charlotte Moore in August 1996,
the rumor which was revolving the door was to be built outside creative director’s office in
exaggeration. Helm have settled into his office in period of stability was to be descend.

8. Wieden & Kennedy Amsterdam cont’d…
Helm has studied design at Kentucky, then worked as graphic designer. He wasn’t interested
in graphic design and good at it, but he thought an advertising would be a good deal where
he can come up with ideas and hire graphic designers for himself.
He is now the creative head of an office with 85 employees. The expansion of Coca-Cola
business has been the biggest factor in agency’s growth. The high standards and creative
adventure of Portland office has flown through Amsterdam office and Helm was in charge
to ensure Portland culture to be brought into agency where he had found it difficult to state
what Wieden and Kennedy actually is. Moreover, the logic of Nike would seem clear to
think in existing brand attitude to create an idea for audiences. The Coca-Cola would be
appealing of Amsterdam’s office’s full potential.

9. Wieden and Kennedy Amsterdam cont’d…
The creative team who works on soccer-related ad should have words of onetime Liverpool Football
club manager Bill Shankly ringing in ears; “some people think football is the matter of life and death
which he doesn’t like that attitude. An agency’s ad for Coca-Cola for most part has geared on 1996
where European Football Championships were sharp and witty, conveying the taste of euphoria,
excitement, obsessiveness, and sickening disappointment.
Especially Wieden and Kennedy Amsterdam has proved this 2014 which can continue to innovate for
the likes of Coke and Nike, while it’s also capable of launching the brand into unknown territory with
panache. Agency states we try “to provide a culture where people have the freedom to fail and thus
room to experiment !
Example:
1) Nike: W&K created Human Printing Press where it used the strength of athletes including footballer
Didier Drogba directed by Honey Badger’s James Frost, it included the peloton of cyclists powering up
the printer, while runners, boxer, footballers, skateboarder and basketball player had worked to stamp,
print, emboss, and press poster. The purpose was based on trying in with social and digital campaign
setting people the different fitness challenges.
http://results.epica-awards.com/12-03219-FLM.html
2) Coke: For Coke’s global business project, agency contributed the “Roll out Happiness” a coke-
bottled shape pop up park designed to bring a splash of green to a sterile, the gray office park in
Eastern Europe. The vending machines offered the Coke, but in order to get it, people had to kick off
their shoes.
http://www.youtube.com/watch?v=6Ih0Drtuufc

10. Wieden and Kennedy Amsterdam cont’d…
The creative director Helm emphasizes when one can understand how to connect with someone, it
would not matter whether subject is or what culture is where the good creative can get inside any
specialist subject along with its technical language, stang, and history. Also, there’s different approaches
from most of multinational agencies which they would apply multinational ideas to each local market
or create the campaign which reflects tastes, expectations, and language of local consumers. The
strategy to Wieden and Kennedy relies upon to use huge doll-up of existing brand attitude for sharing
point for specific and local executions.
The purpose of an ad depends on to have conversation with an audience and don’t limit themselves to
an existing generic language of sneaker, and soft drinks advertising. The confident brands would likely
to be proactive in communications and exceed expectations. Wieden and Kennedy Amsterdam had done
an excellent job to take two American brands with strong personalities and present with European
sensibility. Wieden and Kennedy’s blend for European and American cultures correspond the brand
image for its clients which can produce American products that’s familiar and local to people in Europe.

11. Wieden and Kennedy’s Award Winning…
Wieden’s global reel was the best in 2012 where words and images had sparked the
emotions and transcended. The surprise was another element the shop has featured moms
not athletes in “Best job,” which an ad had marked Proctor and Gamble’s first global
sponsorship of Olympics and celebrated thing which mothers would participate as children
would mature. The creative highlights had included the “Beach” for the comfort and
cracked the “code” for Heineken and “Shake on it” for ESPN.
The whopping 45 lions at Cannes including 29 out of Portland, Ore, headquarters, had led
its Agency of the year. Banner was successful in winning Tesco, Sony, Facebook, and
American Express Open. New business and organic growth had shifted the rebound from
the loss of Nokia and Target in 2011. Wieden and Kennedy was successful with the global
revenue growth of 5% to an estimated $294 million.

12. Wieden and Kennedy’s Award winning cont’d…
Wieden’s standout has worked in 2012 which was centered on major events. In late 2011,
Chrysler’s Francois needed an execution to fit half time buy during the Super Bowl which was
the most watched program on TV. Chrysler made the big splash for the game where Francois
wanted Wieden Portland to make Chryler’s turnaround to feel part of national comeback.
Into the London Summer Olympics, P & G global marketing chief Marc Portland wanted to give
the “Thank you, mom” campaign for the global makeover. The prior ads from Wieden Portland
focused on U.S. athletes. Wieden, the global chief operating officer Dave Luhr has challenged
Pritchard to create “world-class marketing” for “world-class event.” The challenge that faced
Wieden’s Amsterdam office in marketing for Heineken’s sponsorship was based on to build on
brand’s existing “Man of the World” campaign. Importantly, Wieden is focused on doing things
that are different and this reputation had led Facebook to approach the agency in October 2011.
The Facebook execs had worked with small group at agency along with Lieberman and Eric
Balwin to develop “the things that connect us,” which had generated the masisve buzz the
Facebook has shared on network. Facebook’s brand marketing Chief Rebecca states an
importance for an iconic brand depends on Wieden and Kennedy doing well. Wieden’s main
motive is based on its ability to help express oneself to the new world which all world is looking
for.

13. Wieden’s Creative Solution…
Wieden and Kennedy is considering to form the division within an agency to present the
staffers’ non-advertising related creative ideas in Hollywood. The unit markets the writing
and directing the talents of Wieden employees to the entertainment and publish industries.
They added the division which can operate under the name Wieden and Kennedy
entertainment.
Wieden and Kennedy Agency would state the common problem for an ad industry which is
inevitable defection of creative talent who would like their hand at movies and television
projects. Wieden’s creative influence is Warner Bros which like many ad executives,
Wieden staffers have an entertainment projects to preserve the creativity.

14. Wieden and Kennedy Legacy: Advertising work which didn’t pollute !
Dan’s father, Duke Wieden was the chairman of the Gerber agency known as “the Grey
Advertising Portland.” At McCann, he was learned as an art director for five years. David
Kenndy shared Dan’s complete disdain for advertising, but has built the traditional career
within it. Kennedy studied fine art and had worked for Young & Rubicam, Leo Burnett,
Needham, and Benton & Bowles.
Fun was the primary trait where two baby-boomers taught to be more conservative boomers
and Xers have passed through Northwestern realm. In appropriation of cultural fragment
from the edges of design, art, and film and their winking invitation, audience has
disbelieved their claim where they were pushed advertising into the postmodern period.
This had led advertising to be safe for an entertainment-no small feat within the time when
the commoditization has stated “reason why,” which was the product difference-oriented
marketing.

15. Microsoft and Wieden and Kennedy…
Microsoft finally axes Wieden and puts the brand at MCCANN-the move which has come
after the reassurances that Portland would keep in account. After months of public denials it
had fired Wieden & kennedy and it has estimtated $100 million brand ad account from the
Portland Oregon. Agency has consolidated its entire estimate of $230 million in U.S. to
advertise McCann-Erickson worldwide. Anderson was Microsoft’s No.2 agency to work
under Wieden and its high profile TV brand advertising.
In shift of allegiances hiring Wieden and Anderson in 1994, Microsoft has shifted business
back and forth, leaving an impression where one agency was favorable at any time-even
Microsoft was stood by both agencies.
Brand work was to be handled by McCann-Erickson where Microsoft executive VP-chief
Operating officer Bob Herbold was stated to make sure to put the brand in work and
company would leave the decision towards McCann. Microsoft has moved its final product
assignment- the signature Windows-to a team of McCann and Anderson to prompt month’s
merger of San Francisco offices.

16. Microsoft and Wieden and Kennedy cont’d…
The change of agency follows the corporate reorganization by President Steve Ballmer who
has questioned why Microsoft spends much money to tout the brand.
Along with the new ad strategy, Microsoft has conducted it would be efficient and
productive to consolidate. Herbold states Microsoft would like McCann and A & L to create
the common template and tone for the product and brand work. Agency would work onto
execute the ads to play off Wieden’s recent creativity while it would focus on creating the
new look.
Microsoft is open to replacing Wieden where tech insiders are criticizing Microsoft
advertising as lackluster. Tumors persisted in past years where Wieden was in trouble with
continual denials at Microsoft. The brand and image are not intended to disappear while
Wieden relationship would become stronger.

17. Microsoft and Wieden and Kennedy cont’d…
The director of integrated marketing communication for business & enterprise division
states it would not affect Wieden’s role as brand agency. Microsoft is following the trend set
by IBM Corp., Intel Corp., and Compaq computer Corp. which assigns world’s biggest tech
ad accounts without review.
When Microsoft was decided to consolidate, Mr. Herbold has stated the company that
McCann should do the job and see no reason for “ritualistic process” of review.
Mr. Herbold states it’s unrelated to an agency shift where Microsoft can combine with the
corporate advertising and public relations. Mich Mathews moved into the new post of VP-
corporate communications from VP-public relations which enhanced the responsibility for
corporate advertising. Mich is responsible to ensure company’s vision and goals and
communicate in PR and advertising.

18. Microsoft and Wieden and Kennedy cont’d…
Microsoft’s strategy is based on its well-integrated and coordinated TV campaign which
reflects the communication needs for an entire company. The PR and advertising
communication is closely aligned, and would be stronger and concise Microsoft voice
delivered to an outside world.
Corporate communication shift signals the strong vote for the confidence in Mathews for
following a year which Microsoft’s image was in attack during its antitrust trial in
Washington. Outsiders are criticized for Microsoft’s PR efforts during the trial as
overbearing and ineffective. Microsoft disbands the corporate marketing group with VP-
corporate Marketing Jon Reingold which takes onto a special assignment reporting to
Mr.Herbold.

19. Microsoft and Wieden and Kennedy cont’d…
As Microsoft’s umbrella agency, W+K helped to develop company’s long-range advertising
strategy it guided its product advertising which would not be executed. The hip campaign
based on its amorphous slogan, “what to drive,” would cost the agency $100 million
account since it failed to outline car’s benefits or bring potential customers. This theory
would also apply to case of Microsoft where it would be faced with a challenge to put
energy into the software ad pool. This was the target demographic who would seem to be
more reachable by an agency like Burnett.
Business had accounted for the majority of Anderson’s $70 million-plus in Microsoft
billings. Wieden was responsible for the global brand assignment which would approach an
estimated $200 million. Also, Wieden had made key changes where it put Nike veterans to
be in charge of Microsoft.
Nike U.S. Account director, John Russell was awarded for Microsoft global account
director. Wieden, an agency behind Microsoft’s global campaign was asked to do U.S.
advertising for tech-laden business products. It included to launch office 97 which the
successor to industry’s best selling software application. Wieden would launch the version
of Windown NT, an alternative to Windows 95. Wieden faced the challenge by Microsoft to
create the ads which were adaptable for an international use.

20. Coca-Cola and Wieden and Kennedy…
Widen and Kennedy’s coke side of life campaign is based on its tag of twirling red-and-white contour bottle and
sublimation of onscreen type into bubbles. The generous use, such as in spot called “Crave,” is believed to the
most satisfied sounds in world along with children laughing and magazine being fished into a grip.
“The happiness factory 3” is another cure, animated, fanciful notion where Coke is originated from “Avataor”
which presents an ordinary folk being transformed into online game avatars, where the scene of beauty and the
beast” moment between the man and monster as they reach for the same Coke. The purpose of campaign is
based on to make everything wonderful while the role of digital animation is sophisticated with the warmth and
is less transcendent than an actual polar bear spots of the past. The feel-good effect at moment is trumped by
Pepsi where Wieden’s work in contrast is labored while it’s adorable.
Coca Cola, Building(2014):
http://c0717682.cdn.cloudfiles.rackspacecloud.com/media/348b863f5390b745c459f.mp4

21. Coca-Cola and Wieden and Kennedy cont’d…
Wieden worked on to create an advert which was based on to promote the competition but
stated he was unaware of McCann’s involvement. Wieden’s Portland, Ore., office was
picked up by an assignment for Coca-Cola in 1994 to launch OK soft drink Coca-Cola had
pulled the plug on the brand based on its disappointing states. For Wieden, the loss has been
offset by the winning major 1996 Olympics-related assignment from Coca-Cola.
Wieden has snagged its first Coca-Cola brand job last month where it had created the TV
spot for Coke to feature another Wieden client, Microsoft chairman Bill Gates.
McCann-Erickson which has long, but had the trouble in a relationship with the beverage
company which had handled Coca-Cola media in oversee markets.

22. Coca-Cola and Wieden and Kennedy cont’d…
Coca-Cola Co.’s first new classic ads of next millennium would derive from Leo Burnett
USA, an edge creative and Wieden and Kennedy. Burnett and edge created four spots in the
new pool, while Portland, Ore-based Wieden has contributed two Olympic –theme spots in
accordance to executives close to soda giant. Coke ads are brand-driven with the feel to a
body of work.
McCann had not contributed for any commercials for an initial pool, but it presented the
creative concepts to Coke which were later rejected. Coca-Cola’s U.S media budget for
Classic is $115 million in accordance to the competitive media reporting. Based on
Chicago-based Burnett, the new pool of commercials contribute an expansion of
assignments from Coca-Cola. Wieden hadn’t have an extensive Classic work to save for the
creativity for the brand for Hispanic consumers.

23. Coca-Cola and Wieden and Kennedy cont’d…
The tag line for the new Classic work was to “enjoy” where the executives stated the new
tag line would allow Wieden to take Classic for the nation’s top selling soda for the strong
brand position. Beverage grant would like to utilize a new push as a way for the long-
running price battle with the Pepsi-Cola Co., and to fight Cola wars over the brand
attributes. Another goal of the price war of Coke is to make the different spots to work for
more than they had in the past stated an executive who was close to company.
Thus, Coke’s campaign should be memorable where Wieden had declined the comment
which he referred the call to the Coke. The company spokesman has stated shops would
continue to work on creating for the Classic, and none have taken off the brand. Additional
TV spots are expected to appear later in 2000 as company’s global pool for advertising.
Coke’s sports beverage meeting would be the first major bottler session for new leadership
at Coca-Cola.

24. Coca-Cola and Wieden and Kennedy cont’d…
An iconic brand Coke is supposed to serve as the galvanizer for high energy, high jinks and
global kumbaya. The coke’s super bowl ads of 2007, “videogame” and “Happiness Factory”
were global and was managed to be inventive and delightful. The contemporary, dull reality
is turned around into open happiness which is the concept behind the snowball and second
spot, “Finals” which is used in any time for drink’s history.

25. Nike and Wieden and Kennedy…
The slogan “Just do it” would be what Bill Gates stated to Wieden and Kennedy when it made
its bid for Microsoft’s $40-million branding account. When Oregon selected Portland, Ore-
based advertising agency was hailed at Cannes for its innovative Nike work where he had sent
the clear message to both technology and advertising communities.
Ogilvy & Mather’ exit had helped to pave the way for Microsoft to make major changes where
it not only hired W & K to develop the company’s brand personality, but marketers had wrapped
up the search for the shop in order to handle its product advertising.
Hiring Wieden and Kennedy and having Ogilvy & Mather resign had forced to evaluate all of
advertising and were putting all of pieces in place. Microsoft’s director of advertising were
looking for an agency to complement W+K the best. But, the W+K Microsoft union make sense
in various levels where its software giant would need to prevent it from gaining the monolithic
image.
Nike, Lebron James together (Oct.29.2014):
http://www.wk.com/campaign/lebron_james_together/from/nike

26. Nike and Wieden and Kennedy cont’d…
Evolution of Nike : Wieden and Kennedy has found its first ads ever which had made for Nike,
on Dusty Old Tapes; the client’s first national broadcast work had been lost for decades.
Nike running: So easy, can the caveman do it?
Wieden and Kennedy had made quite the discovery earlier in the month. Wieden and Kennedy
announces it’s quite pumped to have finally found the first ads it have been made-it happens to
be the first national broadcast ads Nike has ever aired. The three sports have ran in New York
City Marathon in October 1982.
Wieden and Kennedy has written on its blog which states they have uncovered the first-ever ads
made by Messrs. Wieden and Kennedy, Nike’s first-ever nationally broadcast work. Until today,
two of these were considered lost, and never vaulted.
Following video present the video which was aired during NYC marathon.
http://www.youtube.com/watch?v=uq-6zXHlklM&feature=player_embedded

27. Nike and Wieden and Kennedy cont’d…
Nike had launched the first part of its 2014 football campaign which is entitled “risk
everything”. This ad which was created by Wieden and Kennedy had directed by Jonathan
Glazer featuring Wayne Rooney, Cristiano Ronaldo, and Neymar as protagonists which focused
on the pressure placed on the players as they prepared to play on the world’s stage.
This commercial especially echoes write the future which is Nike’s successful ad for the FIFA
2010 world cup, which took an advertising glory from an official sponsors Adidas.
http://www.youtube.com/watch?feature=player_embedded&v=gwxdEECNpZY
People watch football for an unexpected moments of brilliance in large part since they inspire us
to attempt our own the moments to awaken inside us of all the realization which we can achieve
the impossible, states Davide Grasso, Nike’s chief marketing officer. This film has embodied the
sentiment and reminds the players in every country at every level: if you are prepared to risk
everything, there’s no telling what one can do !

28. Nike and Wieden and Kennedy cont’d…
 Risk everything by
Cristiano Ronaldo
 Risk everything by
Neymar
 Risk everything by
Wayne Rooney