Nike with Andy Lindblade, Head of Strategy at Wieden + Kennedy, Portland

Introduction

What Is Strategy at Wyden and Kennedy?

Getting to a Bigger Idea

KFC, Levi's Old Spice, KFC

Wyden's Philosophy on Planning Is Rooted on Being at the Leading Edge of Culture

Planning for Strategy - Is Instinct a Big Part of It?

Are You Finding That Most People Are Coming From Outside of Ad School?

How Do You Plan on a Piece of Business Like Nike?

Nike Is Not About Fans, Nike Is About the Athletes

Nike: Is There a Cultural Shift?

Nike Never Test Work, Is It Driven by Client and Agency Instinct?

Find Your Greatness - What's the Planning Story?

Is There a Difference Between Youth and Elite Athletes?

Nike

Are You a Teenage Female Athlete?

Nike's Ability to Create Culture Through the Athletes

Planning Is More Complex Than You Thought It Would Be

How Do You Carve Up the Five Days?

Is There Any Primary Research Feeding Into That?

Planning at Wyden

We Can't Do It in Five Days, We Need Ideas in Five - That's the Reality of the Business Environment