That’s Interesting But Where’s Our Product?

In the current issue of Business Week, the magazine explores the firing of William Perez by Phil Knight at Nike, in an article titled, “Inside the Coup at Nike.”
AdPulp readers may be particularly interested in the following paragraph.

Perez, who came from a consumer-product marketing background, says he sometimes wondered if Nike’s famously creative, irreverent advertising was actually conveying relevant messages about the product. The first commercial he saw was a 30-second spot aimed at last year’s NCAA basketball tournament. The commercial showed ants crawling onto the basketball court. After 28 seconds, a voice would say “Nike basketball.” His concern: The ad explained nothing about the product, and it had minimal brand presence. “I came from a rational world of communications,” Perez said.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.