Wieden+Kennedy
 | |
| Company type | Private |
|---|---|
| Industry | Business Services |
| Founded | April 1 1982 |
| Headquarters | Portland, Oregon, USA |
Key people | Founders: Dan Wieden, David Kennedy |
| Products | Advertising & Marketing |
| Website | www.wk.com |
Wieden+Kennedy (W+K) is an independently owned American advertising agency best known for its work for Nike. Founded by Dan Wieden and David Kennedy on April 1, 1982, in Portland, Oregon, it is one of the largest independently-owned advertising agencies in the world.
History
W+K came to prominence in the 1980s with its iconic work for Nike, including the tagline "Just Do It."
Wieden+Kennedy remains headquartered in Portland.[1] Over the years the agency has added offices in New York City, London, Amsterdam, Shanghai, Beijing, Tokyo and Delhi.
In 2002, the Gunn Report named W+K as the most-awarded agency in the world,[2] and the agency was AdWeek's "Global Agency of the Year" in 2007.[3]
Wieden+Kennedy Entertainment has created original content including Battlegrounds, an MTV2 series showcasing street basketball;[4] Ginga, a documentary about Brazilian football (soccer) players; and Road to Paris, documenting Lance Armstrong's path to his third Tour de France victory in 2001.
In 2003, Wieden+Kennedy created W+K TokyoLab, a record label and creative workshop based out of the agency's Tokyo office. Since 2003, W+K TokyoLab has released CD/DVD titles that combine music, graphics, and film. TokyoLab's current roster features local hip-hop and electronic artists including Hifana, DJ Uppercut, Afra, and Takagi Masakatsu.
In 2004, the agency launched Wieden+Kennedy 12, a 13-month experimental advertising program that accepts 12 applicants each year for an intensive laboratory experience where students work for real clients under the direction of members of the W+K Portland office.
2006 saw the debut of the Wieden+Kennedy LunchBox series, an afternoon showcase of established and emerging musical artists in the atrium of W+K's Portland office. Past concerts have featured Art Brut, The Rapture, Son Volt, Lyrics Born, Ladytron, Cut Chemist, Cold War Kids, Nada Surf, and Pete Yorn.
W+K's turbulent relationship with former client Subaru is the basis of Randall Rothenberg's 1995 book Where the Suckers Moon: The Life and Death of an Advertising Campaign.
Selected notable campaigns
- Bo Knows, featuring football/baseball crossover phenom Bo Jackson
- Air Jordan ads featuring Spike Lee as "Mars Blackmon"
- Charles Barkley's I Am Not a Role Model ad
- Revolution, featuring the Beatles song "Revolution."[5][6]
- Instant Karma, featuring the song "Instant Karma!" by John Lennon
- If You Let Me Play campaign empowering girls to participate in character-building team sports
- Noted Nike basketball ads starring Penny Hardaway (Li'l Penny), and LeBron James (the LeBrons)
- Lance Armstrong's LIVESTRONG yellow bracelet campaign to raise funds for cancer research
- The Coke Side of Life campaign, including Video Game, featuring a tough guy video game character who experiences a change of heart after drinking a Coke
- Yours, Diet Coke campaign, as seen during the 2007 Academy Awards
- This is SportsCenter campaign, a satirical look behind the scenes at ESPN headquarters
- Your NBA Destination campaign, marking ESPN as the Destination for all things NBA.
- Grrr, featuring the song "Hate Something, Change Something" as voiced by Garrison Keillor
- Cog, a Rube Goldberg-esque assembly of the separate parts of a Honda
- "Dream the Impossible Dream" Commercials
- The High Life Man, directed by award-winning filmmaker Errol Morris
- Experience is Everything campaign featuring actor Bruce Campbell
References
- ^ Dougherty, Philip H. (February 21, 1986). The Rising Regional Agencies. New York Times
- ^ Wentz, laurel (November, 2002). The Gunn Report: Wieden runs to the top with awards for Nike work; First for U.S. shop; BBDO tops networks. Advertising Age
- ^ Global Agency of the Year: Wieden + Kennedy
- ^ Staff report (June 16, 2004). MTV2, Nike Take to the Streets for 'Battlegrounds.' Zap2It.com
- ^ Staff report (July 29, 1987). Beatles Company Sues Over Use of Song in Ad. New York Times
- ^ Pareles, Jon (August 5, 1987). Nike Calls Beatles Suit Groundless. New York Times