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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.