It's not enough to "just do it" anymore. Now, you have to "just do it" online.
Athletic-apparel giant Nike
Trevor Edwards, Nike's VP of global brand management, says the days of one big ad and one big shoe are over. "Now you've got to engage consumers on every level," he said in a Wall Street Journal interview last summer. In that spirit, the company is ready to ditch its longtime advertising partner Wieden+Kennedy for a more digitally attuned firm.
For now, it's just one product line -- running shoes -- that's up for outside bids. But the agency itself recognizes that it is falling behind the digital times, and who knows where Nike's new train of thought will lead?
Perhaps the shoe maven developed a taste for pixels when Google
Google and Yahoo!
These are still the early days of online marketing, and perhaps it's a bit too soon to crown a champion. But when you consider the amount of cash flowing around the global ad industry every day, it doesn't take much of a market share to generate some serious income. Do you still think Google looks expensive?
Fool on down the Street:
- Fool on the Street: Google Looks Way Ahead
- Fool on the Street: Yahoo! Turns a New Leaf
- Fool on the Street: Yahoo! on Madison Avenue
Fool contributor Anders Bylund is a Coca-Cola shareholder but holds no other position in any of the companies discussed here. You can check out Anders' holdings if you like, and Foolish disclosure is always tasty.