Branislav Peric

Le New-York Times publie un très bel article sur Nike et pose sa stratégie comme un modèle à suivre.
Quelques morceaux choisis qui abondent dans le bon sens.

Last year, Nike spent just 33 percent of its $678 million United States advertising budget on ads with television networks and other traditional media companies. That’s down from 55 percent 10 years ago, according to the trade publication Advertising Age.
“We’re not in the business of keeping the media companies alive,” Mr. Edwards says he tells many media executives. “We’re in the business of connecting with consumers.”
[...]
Behind the shift is a fundamental change in Nike’s view of the role of advertising. No longer are ads primarily meant to grab a person’s attention while they’re trying to do something else — like reading an article. Nike executives say that much of the company’s future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions.
“We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go,” said Stefan Olander, global director for brand connections at Nike. “How can we provide a service that the consumer goes, ‘Wow, you really made this easier for me’?”
[...]
“We don’t automatically think about television anymore,” said Joaquin Hidalgo, vice president for global brand marketing at Nike. “There was a time when brands like Nike could tell kids through the medium of television what was cool, what was in, what was not in, because that was the only window they had into the world. That has completely changed now.”

Je ne suis pas peu fier d’avoir pour client et accompagner dans sa stratégie digitale une des marques les plus innovantes de ce début de 21ème siècle.