Consumer demands take toll on agency-client relationships

03/20/2007 | Adweek

The move by Nike to consider agencies other than longtime shop Wieden + Kennedy is just more evidence that marketers are scrambling to maximize the potential of the Internet and take a leading role in trends toward social and user-generated media. Nike CEO Mark Parker told investors last month: "The Nike brand will always be our strongest asset, but consumers are looking for new relevance and connections. We're fundamentally changing the way we're organized as a company."

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