Wieden+Kennedy (W+K; earlier styled ''Wieden & Kennedy'') is an American

advertising agency An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generall ...

best known for its work for

Nike Nike often refers to: * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment * Nike (mythology), a Greek goddess who personifies victory Nike may also refer to: People * Nike (name), a surname and feminine giv ...

. Founded by Dan Wieden and David Kennedy, and headquartered in

Portland, Oregon Portland ( ) is the List of cities in Oregon, most populous city in the U.S. state of Oregon, located in the Pacific Northwest region. Situated close to northwest Oregon at the confluence of the Willamette River, Willamette and Columbia River, ...

, it is one of the largest independently owned advertising agencies in the world.

History

Dan Wieden met David Kennedy in 1980 at the William Cain advertising agency while working on the Nike account. They took Nike on as a client after founding Wieden & Kennedy (later changed to Wieden+Kennedy) on April 1, 1982, and remain the agency of record. The agency's first advertisements were three

television commercials A television advertisement (also called a commercial, spot, break, advert, or ad) is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product, service or idea. ...

for Nike that were aired during the

New York City Marathon The New York City Marathon, currently branded as the TCS New York City Marathon for sponsorship reasons, is an annual marathon () that courses through the five boroughs of New York City. It is the largest marathon in the world, with 53,627 fini ...

in October 1982. Over the years, the agency has added offices in

New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...

London London is the Capital city, capital and List of urban areas in the United Kingdom, largest city of both England and the United Kingdom, with a population of in . London metropolitan area, Its wider metropolitan area is the largest in Wester ...

Amsterdam Amsterdam ( , ; ; ) is the capital of the Netherlands, capital and Municipalities of the Netherlands, largest city of the Kingdom of the Netherlands. It has a population of 933,680 in June 2024 within the city proper, 1,457,018 in the City Re ...

Shanghai Shanghai, Shanghainese: , Standard Chinese pronunciation: is a direct-administered municipality and the most populous urban area in China. The city is located on the Chinese shoreline on the southern estuary of the Yangtze River, with the ...

Tokyo Tokyo, officially the Tokyo Metropolis, is the capital of Japan, capital and List of cities in Japan, most populous city in Japan. With a population of over 14 million in the city proper in 2023, it is List of largest cities, one of the most ...

Delhi Delhi, officially the National Capital Territory (NCT) of Delhi, is a city and a union territory of India containing New Delhi, the capital of India. Straddling the Yamuna river, but spread chiefly to the west, or beyond its Bank (geography ...

and in late 2010,

São Paulo São Paulo (; ; Portuguese for 'Paul the Apostle, Saint Paul') is the capital of the São Paulo (state), state of São Paulo, as well as the List of cities in Brazil by population, most populous city in Brazil, the List of largest cities in the ...

. W+K's turbulent relationship with former client

Subaru is the automaker, automobile manufacturing division of Japanese transportation conglomerate (company), conglomerate Subaru Corporation (formerly known as Fuji Heavy Industries), the Automotive industry#By manufacturer, twenty-first largest aut ...

is the basis of

Randall Rothenberg Randall Rothenberg is an American business executive, author, and former news and business reporter. He currently serves as Executive Chair for the Interactive Advertising Bureau, the trade association for interactive marketing in the U.S. Biogr ...

's 1995 book ''Where the Suckers Moon: The Life and Death of an Advertising Campaign''.

Media

Wieden+Kennedy has created original content for various

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

s under the moniker W+K Entertainment since 2001. Its productions include ''Battlegrounds'', an

MTV2 MTV2 (formerly M2) is an American pay television Cable television, channel owned by the Paramount Media Networks division of Paramount Global, through PMN’s MTV Entertainment Group Subdivision. The channel launched initially as an all-music ...

series showcasing

streetball Streetball (or street basketball) is a variation of basketball, typically played on outdoor courts and featuring significantly less formal structure and enforcement of the game's rules. As such, its format is more conducive to allowing players ...

;Staff report (June 16, 2004)
MTV2, Nike Take to the Streets for 'Battlegrounds.'
Zap2It.com ''Ginga'', a documentary about Brazilian

association football Association football, more commonly known as football or soccer, is a team sport played between two teams of 11 Football player, players who almost exclusively use their feet to propel a Ball (association football), ball around a rectangular f ...

(soccer) players; and ''Road to Paris'', documenting

Lance Armstrong Lance Edward Armstrong (''né'' Gunderson; born September 18, 1971) is an American former professional road bicycle racing, road racing cyclist. He achieved international fame for winning the Tour de France a record seven consecutive times fro ...

's path to his third

Tour de France The Tour de France () is an annual men's multiple-stage cycle sport, bicycle race held primarily in France. It is the oldest and most prestigious of the three Grand Tour (cycling), Grand Tours, which include the Giro d'Italia and the Vuelta a ...

victory in 2001. In 2003, Wieden+Kennedy created W+K Tokyo Lab, a

record label "Big Three" music labels A record label or record company is a brand or trademark of Sound recording and reproduction, music recordings and music videos, or the company that owns it. Sometimes, a record label is also a Music publisher, ...

and creative workshop based out of the agency's Tokyo office. Since 2003, W+K Tokyo Lab has released CD/

DVD The DVD (common abbreviation for digital video disc or digital versatile disc) is a digital optical disc data storage format. It was invented and developed in 1995 and first released on November 1, 1996, in Japan. The medium can store any ki ...

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. Wieden+Kennedy's exploration into original programming was started in late 2008 with WK Radio, and subsequently in Fall 2009 with WKEntertainment.

Selected notable campaigns

Nike Nike often refers to: * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment * Nike (mythology), a Greek goddess who personifies victory Nike may also refer to: People * Nike (name), a surname and feminine giv ...

* The "Just Do It." tagline, coined by Dan Wieden, and inspired by the final words of executed murderer

Gary Gilmore Gary Mark Gilmore (born Faye Robert Coffman; December 4, 1940 – January 17, 1977) was an American criminal who gained international attention for demanding the implementation of his death sentence for two murders he had admitted to committing ...

. * " Bo Knows", featuring professional football and baseball player

Bo Jackson Vincent Edward "Bo" Jackson (born November 30, 1962) is an American former professional baseball and American football, football player. He is the only professional athlete in history to be named an All-star#Sports, All-Star in Major professio ...

. * An iconic commercial in which Brazilian footballer

Ronaldinho Ronaldo de Assis Moreira (born 21 March 1980), commonly known as Ronaldinho Gaúcho () or simply Ronaldinho, is a Brazilian former professional Association football, footballer who played as an attacking midfielder or left winger. Widely reg ...

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 YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...

and was the first YouTube video to reach one million views. *

Air Jordan Air Jordan is a line of basketball and sportswear shoes produced by Nike, Inc. Related apparel and accessories are marketed under Jordan Brand. The first Air Jordan shoe was produced for basketball player Michael Jordan during his time with t ...

ads featuring

Spike Lee Shelton Jackson "Spike" Lee (born March 20, 1957) is an American film director, producer, screenwriter, actor, and author. His work has continually explored race relations, issues within the black community, the role of media in contemporary ...

as "

Mars Blackmon Mars Blackmon is a fictional character in the film '' She's Gotta Have It'' (1986), played by the film's writer/director, Spike Lee. In the film, he is a "Brooklyn-loving" fan of the New York Knicks, sports, and Air Jordans (the basketball shoes ...

". *

Charles Barkley Charles Wade Barkley (born February 20, 1963) is an American former professional basketball player who is a television analyst on NBA on TNT, TNT and CBS Sports. Nicknamed "Sir Charles", "the Bread Truck", and "the Round Mound of Rebound", ...

's "'I Am Not a Role Model'" ad. * "Revolution", featuring the Beatles song "

Revolution In political science, a revolution (, 'a turn around') is a rapid, fundamental transformation of a society's class, state, ethnic or religious structures. According to sociologist Jack Goldstone, all revolutions contain "a common set of elements ...

".Staff report (July 29, 1987). Beatles Company Sues Over Use of Song in Ad. ''

New York Times ''The New York Times'' (''NYT'') is an American daily newspaper based in New York City. ''The New York Times'' covers domestic, national, and international news, and publishes opinion pieces, investigative reports, and reviews. As one of ...

''Pareles, Jon (August 5, 1987). Nike Calls Beatles Suit Groundless. ''

'' * "Instant Karma", featuring the song "

Instant Karma! "Instant Karma!" (also titled "Instant Karma! (We All Shine On)") is a song by English musician John Lennon, released as a single on Apple Records in February 1970. The lyrics focus on a concept in which the consequences of one's actions are ...

" by

John Lennon John Winston Ono Lennon (born John Winston Lennon; 9 October 19408 December 1980) was an English singer-songwriter, musician and activist. He gained global fame as the founder, co-lead vocalist and rhythm guitarist of the Beatles. Lennon's ...

. * The "If You Let Me Play" campaign, empowering girls to participate in character-building team sports. * Noted Nike basketball ads starring

Penny Hardaway Anfernee Deon "Penny" Hardaway (born July 18, 1971) is an American college basketball coach and former professional player who is the head coach of the Memphis Tigers men's team in the American Athletic Conference (AAC). Hardaway played colle ...

(Li'l Penny), and

LeBron James LeBron Raymone James Sr. ( ; born December 30, 1984) is an American professional basketball player for the Los Angeles Lakers of the National Basketball Association (NBA). Nicknamed "King James", he is the NBA's all-time leading scorer and ...

(the LeBrons). *

's "

LIVESTRONG The Livestrong Foundation is a United States nonprofit organization that provides support for people affected by cancer. The foundation, based in Austin, Texas, was established in 1997 by cancer survivor and former professional road racing c ...

" yellow bracelet campaign to raise funds for cancer research. * " Pretty", featuring tennis player

Maria Sharapova Maria Yuryevna Sharapova (, ; born 19 April 1987) is a Russian former professional tennis player. She was ranked as the world No. 1 in women's singles by the Women's Tennis Association (WTA) for 21 weeks. Sharapova won 36 WTA Tour-level sin ...

. * "Here I Am", 22 stories of confidence through sport, for Nike Women, Spring 2008. * " Write the Future", for Nike Football, Summer 2010. *"Dream Crazy" for Nike's 30th anniversary of the "Just Do It" campaign, Fall 2018.

Facebook Facebook is a social media and social networking service owned by the American technology conglomerate Meta Platforms, Meta. Created in 2004 by Mark Zuckerberg with four other Harvard College students and roommates, Eduardo Saverin, Andre ...

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

Coca-Cola Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings ...

* "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 ''Grand Theft Auto'' (''GTA'') is an action-adventure video game series created by David Jones and Mike Dailly. Later titles were developed under the oversight of brothers Dan and Sam Houser, Leslie Benzies and Aaron Garbut. It is prima ...

''). * "Yours",

Diet Coke Diet Coke (also branded as Coca-Cola Light, Coca-Cola Diet or Coca-Cola Light Taste) is a sugar-free and low-calorie soft drink produced and distributed by the Coca-Cola Company. It contains artificial sweeteners instead of sugar. Unveiled on ...

campaign, as seen during the 2007

Academy Awards The Academy Awards, commonly known as the Oscars, are awards for artistic and technical merit in film. They are presented annually by the Academy of Motion Picture Arts and Sciences (AMPAS) in the United States in recognition of excellence in ...

. * "AmericaIsBeautiful" campaign, seen during the 2014

Super Bowl The Super Bowl is the annual History of the NFL championship, league championship game of the National Football League (NFL) of the United States. It has served as the final game of every NFL season since 1966 NFL season, 1966 (with the excep ...

2014 Winter Olympics The 2014 Winter Olympics, officially called the XXII Olympic Winter Games () and commonly known as Sochi 2014 (), were an international winter multi-sport event that was held from 7 to 23 February 2014 in Sochi, Russia. Opening ro ...

. This was rerun during the 2017

as "TogetherIsBeautiful".

ESPN ESPN (an initialism of their original name, which was the Entertainment and Sports Programming Network) is an American international basic cable sports channel owned by the Walt Disney Company (80% and operational control) and Hearst Commu ...

* 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 The National Basketball Association (NBA) is a professional basketball league in North America composed of 30 teams (29 in the United States and 1 in Canada). The NBA is one of the major professional sports leagues in the United States and Ca ...

Honda commonly known as just Honda, is a Japanese multinational corporation, multinational Conglomerate (company), conglomerate automotive manufacturer headquartered in Minato, Tokyo, Japan. Founded in October 1946 by Soichiro Honda, Honda has bee ...

* " Grrr", featuring the song "Hate Something, Change Something" as voiced by

Garrison Keillor Gary Edward "Garrison" Keillor (; born August 7, 1942) is an American author, singer, humorist, voice actor, and radio personality. He created the Minnesota Public Radio (MPR) show ''A Prairie Home Companion'' (called ''Garrison Keillor's Radio ...

. * " Cog", a

Rube Goldberg Reuben Garrett Lucius Goldberg (July 4, 1883 – December 7, 1970), better known as Rube Goldberg (), was an American cartoonist, sculptor, author, engineer, and inventor. Goldberg is best known for his popular cartoons depicting complicated ...

-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.

Microsoft Microsoft Corporation is an American multinational corporation and technology company, technology conglomerate headquartered in Redmond, Washington. Founded in 1975, the company became influential in the History of personal computers#The ear ...

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

Miller Brewing The Miller Brewing Company is an American brewery and beer company in Milwaukee, Wisconsin. It was founded in 1855 by Frederick Miller. Molson Coors acquired the full global brand portfolio of Miller Brewing Company in 2016, and operates the ...

* "The High Life Man", directed by award-winning filmmaker

Errol Morris Errol Mark Morris (born February 5, 1948) is an American film director known for documentaries that interrogate the epistemology of their subjects, and the invention of the Interrotron. In 2003, his '' The Fog of War: Eleven Lessons from the Li ...

Old Spice Old Spice is an American brand offering male grooming products including aftershaves, deodorants and antiperspirants, shampoos, body washes, shaving cream, and soaps. It is manufactured by Procter & Gamble. Old Spice was launched as Early Amer ...

* "Experience is Everything" campaign featuring actor

Bruce Campbell Bruce Lorne Campbell (born June 22, 1958) is an American actor and filmmaker. He is known best for his role as Ash Williams in Sam Raimi's ''Evil Dead'' horror series, beginning with the short movie '' Within the Woods'' (1978). He has also f ...

. * "

The Man Your Man Could Smell Like Smell Like a Man, Man is a television advertising campaign in the United States created by ad agency Wieden+Kennedy for the Old Spice brand of male grooming products, owned by Procter & Gamble. The campaign is commonly referred to as The Man ...

" featuring actor

Isaiah Mustafa Isaiah Amir Mustafa (born February 11, 1974) is an American actor and former American football wide receiver. Mustafa is widely known as the main character in a series of Old Spice television commercials, "The Man Your Man Could Smell Like". He ...

.True/Slant ''True/Slant'' (T/S) was an original content news network. It was based in a loft in SoHo in New York City funded with $3 million in capital by Forbes Media and Fuse Capital. It was acquired by Forbes in May 2010. It launched its alpha in April 20 ...

History

Media

Selected notable campaigns

Nike Nike often refers to: * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment * Nike (mythology), a Greek goddess who personifies victory Nike may also refer to: People * Nike (name), a surname and feminine giv ...

Facebook Facebook is a social media and social networking service owned by the American technology conglomerate Meta Platforms, Meta. Created in 2004 by Mark Zuckerberg with four other Harvard College students and roommates, Eduardo Saverin, Andre ...

Coca-Cola Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings ...

ESPN ESPN (an initialism of their original name, which was the Entertainment and Sports Programming Network) is an American international basic cable sports channel owned by the Walt Disney Company (80% and operational control) and Hearst Commu ...

Honda commonly known as just Honda, is a Japanese multinational corporation, multinational Conglomerate (company), conglomerate automotive manufacturer headquartered in Minato, Tokyo, Japan. Founded in October 1946 by Soichiro Honda, Honda has bee ...

Microsoft Microsoft Corporation is an American multinational corporation and technology company, technology conglomerate headquartered in Redmond, Washington. Founded in 1975, the company became influential in the History of personal computers#The ear ...

Miller Brewing The Miller Brewing Company is an American brewery and beer company in Milwaukee, Wisconsin. It was founded in 1855 by Frederick Miller. Molson Coors acquired the full global brand portfolio of Miller Brewing Company in 2016, and operates the ...

Old Spice Old Spice is an American brand offering male grooming products including aftershaves, deodorants and antiperspirants, shampoos, body washes, shaving cream, and soaps. It is manufactured by Procter & Gamble. Old Spice was launched as Early Amer ...

Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio. It was founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/con ...

Chrysler FCA US, LLC, Trade name, doing business as Stellantis North America and known historically as Chrysler ( ), is one of the "Big Three (automobile manufacturers), Big Three" automobile manufacturers in the United States, headquartered in Auburn H ...

3 Mobile

Bud Light Anheuser-Busch, a wholly owned subsidiary of Anheuser-Busch InBev SA/NV, is the largest brewing company in the United States, with a market share of 45 percent in 2016. The company operates 12 breweries in the United States and nearly 20 in oth ...

References

External links