The Info List - Wieden+Kennedy

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(W+K; pronounced WHY-den and KEN-edy;[1] earlier spelled Wieden & Kennedy) is an independent American advertising agency best known for its work for Nike. Founded by Dan Wieden
Dan Wieden
and David Kennedy, and headquartered in Portland, Oregon, it is one of the largest independently owned advertising agencies in the world.[2][3]


1 History

1.1 Media

2 Awards 3 Selected notable campaigns

3.1 Nike 3.2 Facebook 3.3 Coca-Cola 3.4 ESPN 3.5 Honda 3.6 Microsoft 3.7 Miller Brewing 3.8 Old Spice 3.9 Procter & Gamble 3.10 Chrysler 3.11 3 Mobile 3.12 Make in India

4 References 5 External links

History[edit] Dan Wieden
Dan Wieden
met David Kennedy in 1980, at the William Cain advertising agency while working on the Nike account. They took Nike with them as a client after founding Wieden & Kennedy (later changed to Wieden+Kennedy) on April 1, 1982, and remain the agency of record.[4] The agency's first advertisements were three television commercials for Nike that were aired during the New York City Marathon
New York City Marathon
in October 1982.[5] Over the years, the agency has added offices in New York City, London, Amsterdam, Shanghai, Beijing, Tokyo, Delhi
and in late 2010, São Paulo.[6] 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.[7] Media[edit] Main article: WKE (WKEntertainment) Wieden+Kennedy
has created original content for various brands under the moniker W+K Entertainment since 2001. Its productions include Battlegrounds,[8] an MTV2
series showcasing streetball;[9] Ginga,[10] a documentary about Brazilian football (soccer) players; and Road to Paris,[11] documenting Lance Armstrong's path to his third Tour de France victory in 2001. In 2003, Wieden+Kennedy
created W+K Tokyo
Lab, a record label and creative workshop based out of the agency's Tokyo
office. Since 2003, W+K Tokyo
Lab has released CD/DVD titles that combine music, graphics, and film. Tokyo
Lab's current roster features local hip-hop and electronic artists including Hifana, DJ Uppercut, Afra, and Takagi Masakatsu. 2004 saw the launch of " Wieden+Kennedy
12", a 13-month experimental advertising program that accepts 13 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. In 2006, Wieden+Kennedy
debuted an afternoon showcase of established and emerging musical artists in the atrium of W+K's Portland office, dubbed the "LunchBox" concert series. Past concerts have featured Janelle Monáe, Art Brut, The Rapture, Son Volt, Lyrics Born, Ladytron, Cut Chemist, Cold War Kids, Nada Surf, Juliette and the Licks, Pete Yorn
Pete Yorn
and Snax. Wieden+Kennedy's exploration into original programming was started in late 2008 with WK Radio,[12] and subsequently in Fall 2009 with WKEntertainment. Awards[edit] Two of the agency's television ads for Nike have won Emmy Awards: "The Morning After," which featured a runner on New Year's Day in 2000, not noticing that every dire Y2K
prediction has come to pass; and "Move," which edited seamlessly dozens of athletes and children moving from one sport or activity to another. The Morning After aired in late 1999 and won the Emmy in 2000; Move aired during the 2002 Winter Olympics and won the Emmy that year. In 2002, the Gunn Report named W+K as the most-awarded agency in the world,[13] and the agency was AdWeek's "Global Agency of the Year" in 2007.[14] "It's Mine", Wieden+Kennedy's advertisement for Coca-Cola
which aired during Super Bowl XLII
Super Bowl XLII
in 2008, was named as the best Super Bowl commercial of the decade by Adweek
magazine.[15] The magazine also picked W+K's "Grrr" for Honda
as the overall commercial of the decade.[15] Meanwhile, Bob Garfield of AdAge added Wieden+Kennedy's "Go Forth" for Levi's
as one of the worst ads in 2009.[15] The next year Adweek
named them as agency of the year for their work, which included "The Man Your Man Could Smell Like" campaign for Old Spice.[16] Both Creativity and AdAge named Wieden+Kennedy
agency of the year for 2010.[17] In 2011, Fast Company named Wieden+Kennedy
as one of the 50 most innovative companies.[18] Selected notable campaigns[edit] Nike[edit]

The "Just Do It." tagline, coined by Dan Wieden, and inspired by the final words of executed murderer Gary Gilmore.[19] "Bo Knows", featuring professional football and baseball player Bo Jackson. An iconic commercial in which Brazilian footballer Ronaldinho
puts on a new pair of Nike shoes and subsequently begins juggling the ball and kicking it off the crossbar of the goalpost several times, not letting it touch the ground. This commercial went viral on YouTube
and was the first YouTube
video to reach one million views. Air Jordan
Air Jordan
ads featuring Spike Lee
Spike Lee
as "Mars Blackmon". Charles Barkley's "'I Am Not a Role Model'" ad. "Revolution", featuring the Beatles song "Revolution".[20][21] "Instant Karma", featuring the song "Instant Karma!" by John Lennon. The "If You Let Me Play" campaign, empowering girls to participate in character-building team sports. Noted Nike basketball ads starring Penny Hardaway
Penny Hardaway
(Li'l Penny), and LeBron James
LeBron James
(the LeBrons). Lance Armstrong's "LIVESTRONG" yellow bracelet campaign to raise funds for cancer research. "Pretty", featuring tennis player Maria Sharapova. "Here I Am", 22 stories of confidence through sport, for Nike Women, Spring 2008. "Write the Future", for Nike Football, Summer 2010.


" Facebook
Home" campaign for Facebook
Home, Spring 2013.


"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 (thematically centered upon the video game series Grand Theft Auto). "Yours", Diet Coke
Diet Coke
campaign, as seen during the 2007 Academy Awards.


The "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. "Impossible Dream", a two-minute long showcase of the variety of Honda vehicles. "Impossible Dream II", a re-released, extended version of the original "Impossible Dream" advert. "Hands", the most successful Honda
advert to date.


The tagline, "Where do you want to go today?", used during the company's marketing campaigns during the 1990s and early-2000s.

Miller Brewing[edit]

"The High Life Man", directed by award-winning filmmaker Errol Morris.

Old Spice[edit]

"Experience is Everything" campaign featuring actor Bruce Campbell. "The Man Your Man Could Smell Like" featuring actor Isaiah Mustafa.[22]

Procter & Gamble[edit]

"Thanks, Mom", featuring a version of the song "You'll Never Walk Alone",[23] as part of their 2010 Winter Olympic
2010 Winter Olympic


"Born of Fire", a two-minute spot featuring Eminem
and an excerpt of his song "Lose Yourself", aired in 2011 during Super Bowl XLV.[25] An ad with a similar production, featuring Clint Eastwood, titled "Halftime in America", aired during the next Super Bowl, Super Bowl XLVI. It featured the same slogan, "Imported from Detroit", and was also two minutes long.

3 Mobile[edit]

"Pony",[26] a UK campaign featuring a Shetland Pony
Shetland Pony
moonwalking to Fleetwood Mac's Everywhere

Make in India[edit]

In 2015, the company also carried out the "Make in India" Campaign led by the Indian PM Shri Narendra Modi. The campaign was regarded as a huge success and received an overwhelming global response.


^ Bob Garfield, And Now a Few Words from Me: Advertising's Leading Critic Lays Down the Law, Once and for All, McGraw-Hill, 2003, p. 173 ^ Thampi, Praveen S (November 7, 2007). " Wieden+Kennedy
just does it". The Economic Times. Retrieved 26 May 2014.  ^ " Dan Wieden
Dan Wieden
Talks About W+K". Think Out Loud. Oregon Public Broadcasting. May 8, 2013. Retrieved 26 May 2014.  ^ Row, D.K. (January 30, 2010). "Profile: David Kennedy of Portland's Wieden+Kennedy
ad agency". The Oregonian. Retrieved 1 February 2010.  ^ Nudd, Tim. "W+K Finds Its First Ads Ever, for Nike, on Dusty Old Tapes". Adweek. Retrieved 9 April 2017.  ^ "Company Overview of Wieden + Kennedy, Inc". Bloomberg. Retrieved 9 April 2018.  ^ Rothenberg, Randall (1995). Where the Suckers Moon: The Life and Death of an Advertising
Campaign. New York: Vintage. p. 496. ISBN 978-0-679-74042-1.  ^ "LeBron James, MTV2, Comcast, Charter, and Nike Join Forces for 'Nike Battlegrounds: King of the Court'". PRNewsWire. Retrieved 2009-08-25. Nike Battlegrounds is a Nike, Wieden + Kennedy Entertainment and @radical.media production in partnership with MTV2.  ^ Staff report (June 16, 2004). MTV2, Nike Take to the Streets for 'Battlegrounds.' Zap2It.com ^ "Nike Ginga: The Soul Of Brazilian Football". December 14, 2005. Retrieved 2009-08-25. ...Ginga is a dynamic documentary that explores Brazil through the country's favorite sport.  ^ "Wieden & Kennedy Looks To Branch Into Other Creative Areas". Business 2.0. September 2009. Retrieved 2009-08-25. W&K created a film around Nike endorser Lance Armstrong
Lance Armstrong
entitled "Road to Paris"  ^ "WK Radio Facebook
Group". Retrieved 2009-08-25. WK Radio exists to inspire creativity through provocative conversations, interviews, and artistic expression relating to the arts, culture, music and media.  ^ 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 ^ a b c Hunsberger, Brent (December 17, 2009). "Nike, Wieden+Kennedy haul in ad of the decade awards". The Oregonian. Retrieved 18 December 2009.  ^ Brettman, Allan (December 20, 2010). " Adweek
names Wieden + Kennedy its agency of the year". The Oregonian. Retrieved 21 December 2010.  ^ Parekh, Rupal (2011-01-24). "Wieden & Kennedy is AdAge's Agency of the Year". Advertising
Age.  ^ Fast Company. December 6, 2011 Most Innovative Companies 2011 http://www.fastcompany.com/most-innovative-companies/2011/profile/wieden-kennedy.php Most Innovative Companies 2011 Check url= value (help). Retrieved 5 July 2012.  Missing or empty title= (help) ^ Peters, Jeremy W. (August 19, 2009). "The Birth of 'Just Do It' and Other Magic Words". The New York Times. Retrieved 2009-09-30.  ^ 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 ^ "The making of 'The Man Your Man Could Smell Like' - Bill Barol - Buzz, Boom & Sizzle -". True/Slant. Retrieved 2010-02-22.  ^ "Never Walk Alone (P&G Commercial)". YouTube. 2010-02-19. Retrieved 2013-04-22.  ^ Elliott, Stuart (February 11, 2010). "Campaigns Big Enough to Open With Olympics". The New York Times.  ^ Dzwonkowski, Ron (February 7, 2011). "Video: Did you feel it? Chrysler
Super Bowl ad says Detroit's back". Detroit Free Press.  ^ Hamilton, Jane (March 1, 2013). "The Mane Attraction". The Sun. 

External links[edit]

Wikimedia Commons has media related to Wieden+Kennedy.

Official Website Portland Business Journal article USA Today article Adweek
Agency of the Year 2007

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