Nike splits $1 billion media account between PMG and Initiative.
NIKE has ended its global media review which began in December with business being split across IPG Mediabrands’ Initiative and independent agency PMG. Initiative picked up the integrated planning and buying business in Europe, Asia and Latin America. The international business was previously split between Mindshare, which pitched to retain the account, as well as Assembly in parts of Europe, Asia and Hakuhodo in Japan. PMG was named as Nike’s integrated media agency of record in North America and a global digital capabilities partner. Wieden & Kennedy previously handled media planning in North America and participated in the pitch. The review is estimated to be worth $1bn total.