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Nike has launched a review of its pounds 60 million European media

planning and buying account with a view to centralising the

business.

The sports brand is understood to have told its incumbent European

agencies that it is undertaking a review as well as asking around five

other European networks to present their credentials.

Nike’s media is split up into local markets, with CIA International

holding the largest share in Europe and Manning Gottlieb Media running

the UK account.

Media Planning and MediaCom TMB are also incumbents in Europe.

Nike last reviewed its media six years ago when CIA lost control of the

pan-European business and the media planning and buying was restructured

into local markets. It was during this shake-up that MGM was appointed

to handle the media planning and buying in the UK.

While CIA and Media Planning will flex their European networks, MGM will

be able to draw on the resources of OMD’s European network.

It is believed that Nike is looking at the efficiency of its existing

decentralised approach.

A shortlist of agencies is expected to be drawn up shortly. Creative

work is unaffected by the review.

Nike rationalised its creative account last November, dropping the San

Francisco-based agency Goodby Silverstein from its roster and

consolidating its entire global account into Wieden & Kennedy.

No-one at Nike was available for comment as ±±¾©Èü³µpk10 went to press.