Wednesday, 30 September 2009

Nike - Beyond Awareness

Thanks to LeNise Brothers for paraphrasing the below from an article in Revolution.

Simon Pestridge, Nike's UK marketing director, said recently that, “advertising is about achieving awareness, and [they] no longer need awareness.” He believes that they “need to become a part of people’s lives,” and that they want to “inspire consumers to seek out their content” and “this is the model [they] will be following from now on.” They believe that they understand their customers much better than anyone else and continue to learn by doing things like “running ideas past a kid on a football pitch. If [we] don’t get laughed at…then they’re probably on the right track.