MindShare is believed to have pic-ked up the 拢60 million centralised European media business for Nike, ahead of Zenith Media and OMD/Manning Gottlieb Media.
The decision will come as a blow to MGM, which has handled Nike鈥檚 UK business, worth around 拢12 million, for the past six years.
Industry insiders believe OMD-/MGM lost out due to the superiority of the other agencies鈥 European networks.
The sports clothing and equipment manufacturer announced in June its decision to restructure its European media planning and buying into a centralised account, having consolidated its global creative account into Wieden & Kennedy last November.
Nike鈥檚 last media review saw the company take a decentralised approach with MGM, MediaCom, Media Planning and CIA winning business in different countries.
Nike is facing increasing competition in the sports footwear market and has seen its image tarnished by accusations of exploitation of third world labour. However, the brand is still the market leader and recently signed a sponsorship deal with Manchester United valued at around 拢20 million a year and has been linked with a possible sponsorship deal with the England soccer team.
Colin Gottlieb, managing director of MGM, said: 鈥淚f it is confirmed that MindShare has won the European account, we completely accept Nike鈥檚 decision and the reasons why they reached it.鈥
MindShare and Zenith declined to comment.
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