Wieden & Kennedy London has tended to play a supporting role to the main HQ in Portland and the European hub in Amsterdam, especially on global accounts. However it has gained considerable acclaim for a series of campaigns for local advertisers, such as Honda and Arla's Lurpak and Cravendale brands. Its biggest gain to-date came with the capture of the Tesco account in summer 2012, but the rigours of that business proved too much. The client moved account again in early 2015, but a little over a year later W&K returned to the supermarket sector with the capture of Sainsbury's.
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Adbrands Weekly Update 5th Apr 2018: Honda confirmed the appointment of Japanese agency Hakuhodo as its new marketing partner across Europe, replacing a collection of different agencies including Wieden & Kennedy and McGarryBowen. A new dedicated unit, Hakuhodo Collective, is being assembled to manage the business, with personnel drawn from its various existing operations in Europe including Sid Lee in France, and Southpaw in the UK.
Adbrands Weekly Update 15th Feb 2018: Ads of the Week: "Nothing Beats A Londoner". Maybe it's because we're a Londoner, but we love Wieden & Kennedy London's epic and hyper-localised extended spot celebrating Nike's partnership with a certain capital city. It has a looseness and a raggedly playful style that has long been missing from most of Nike's highly polished mainstream marketing, which is mostly produced out of W+K in Portland or Amsterdam. (See the handsome but very restrained new spot "Air", also out this week, and so very different in style. It's over on our Facebook page). And it does a fine job of encapsulating the spirit of the city, with witty cameos from a variety of celebrities big and small, from God-like England manager Gareth Southgate and marvellous Mo to club stars like Skepta, Giggs and J Hus. Inevitably, there has been a backlash from other cities. Forget "What's wrong with Peckham?"; more like "How About Manchester?". Time for Adidas to return the ball.
Adbrands Weekly Update 30th Nov 2017: Wieden & Kennedy London was appointed as the lead creative agency for Formula 1 motor-racing, kicking off the assignment with a controversial revamp of its 25-year-old corporate logo. That new branding wasn't perhaps as well-received as it might have been. Champion driver Lewis Hamilton was among the doubters, pronouncing the new design not "as iconic" as it predecessor.
Adbrands Weekly Update 20th Jul 2017: Ads of the Week: "Dream Makers". Here's another absolutely stunning spot for Honda from Wieden & Kennedy London, utilising every iota of digital wizardry at the modern filmmaker's disposal to depict the cinematic process. This is the complete version of the ident sequence for the carmaker's sponsorship of movies on Channel 4 TV. Shortened segments from it will bookend individual broadcasts over the course of the rest of the year. We've said it before: no other auto manufacturer inspires such consistently extraordinary advertising from all its global markets. Quite ironic really considering Honda isn't in itself exactly the most exciting of brands.
Adbrands Weekly Update 13th Jul 2017: Ads of the Week: "Go Binge". The newest inhabitant of Wieden & Kennedy London's impossible Three mobile menagerie is the Dolph-a-Sloth, a worthy successor to last month's giraffeamingo. The charming campaign is guaranteed to put a smile on your face and a cheesy old 80s song in your heart. Enjoy!
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