Nike rethinks media spend

I've been doing a lot of online advertising recently and one of the things that bugs me is the media planning.

There are always what I like to call superfluous ads. Silly small sizes and other ads that make you wonder why on earth anyone would book them.

Seems I'm not alone in this.

There's a terrific article in the New York Times today looking at how Nike are shifting their media spend from advertising to experience and social media.

“We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers.” - Trevor Edwards, Corporate VP Nike.