Wieden+Kennedy

Wieden+Kennedy is an independent global advertising agency renowned for its creative, narrative-driven campaigns and long-standing client partnerships. Founded in Portland, Oregon, it has grown into a network of offices across major international cities while maintaining its creative ethos. The agency is famously responsible for creating the iconic Just Do It slogan for Nike and has produced influential work for clients such as Old Spice, Coca-Cola, and ESPN.

History

The agency was established on April 1, 1982, by copywriter Dan Wieden and art director David Kennedy, initially operating from a small space in Portland's Pioneer Courthouse Square. Its founding was precipitated by winning the Nike account, a client relationship that would become one of the most storied in advertising history. Throughout the 1980s and 1990s, the agency expanded its portfolio and reputation, opening its first international office in Amsterdam in 1992 to serve the European market. Subsequent global expansion included establishing offices in London, Tokyo, Shanghai, Delhi, São Paulo, and New York City, solidifying its status as a worldwide creative force while retaining its independent ownership structure.

Notable campaigns

Wieden+Kennedy's creative output is defined by groundbreaking campaigns that often blend popular culture, humor, and emotional storytelling. For Nike, the agency created the revolutionary "Just Do It" campaign in 1988, followed by celebrated work featuring athletes like Michael Jordan, Bo Jackson, and Charles Barkley. The 2010 "The Man Your Man Could Smell Like" campaign for Old Spice, starring Isaiah Mustafa, revitalized the brand through surreal humor and innovative social media engagement. Other landmark work includes the poignant "Meet the Super Bowl" ads for ESPN, the "Happiness Factory" cinematic spots for Coca-Cola, and the daring "Dilly Dilly" campaign for Bud Light. For Delta Air Lines, the agency crafted the "Keep Climbing" brand platform.

Leadership and structure

The agency operates as a privately held, independent network, a rarity among large global agencies, with its global headquarters remaining in Portland, Oregon. Dan Wieden served as global CEO until 2018, succeeded by Tom Blessington. Creative leadership has historically been decentralized, with notable executive creative directors like Susan Hoffman in Portland and Tony Davidson and Kim Papworth in London shaping the work. The agency's structure emphasizes relatively autonomous offices, each cultivating its own creative culture while collaborating on global accounts. This model has attracted top creative talent, including copywriters and art directors who have later launched successful ventures like Anomaly and 72andSunny.

Awards and recognition

Wieden+Kennedy is one of the most awarded agencies in the industry, having been frequently honored at major international competitions. It has been named Agency of the Year numerous times by publications like AdAge and Adweek. The agency has won hundreds of Cannes Lions, including the prestigious Titanium Lion and Grand Prix awards for campaigns such as Old Spice's "The Man Your Man Could Smell Like." It has also received top honors from the One Show, D&AD, and the Clio Awards. In 2012, the agency's founders, Dan Wieden and David Kennedy, were inducted into the Advertising Hall of Fame.

Cultural impact

The agency's work has significantly influenced both advertising and broader popular culture. The "Just Do It" slogan has transcended marketing to become a ubiquitous cultural idiom and motivational phrase. Campaigns like the Old Spice response videos helped pioneer real-time social media marketing, while its Nike film "Dream Crazy", featuring Colin Kaepernick, sparked global debate on social justice. The agency's distinctive creative voice, often characterized by wit, authenticity, and cinematic quality, has inspired a generation of advertisers and filmmakers. Its commitment to independence and its roots in the Pacific Northwest have also made it a model for creative businesses outside traditional hubs like New York City and London.

Category:Advertising agencies Category:Companies based in Portland, Oregon Category:Advertising in the United States