• by Richard Whitman , Columnist, June 30, 2020

Nike and its long-time digital media agency Razorfish have parted ways, sources close to the situation confirm.

The company spent more than $82 million on digital media in the U.S. in 2019 according to Kantar.

It’s understood that at least for now Nike has not placed its digital media account with another agency but has opted for another model, presumably taking the business in house. Nike representatives did not respond to queries about the shift. The agency declined to comment.

The sports apparel giant has taken other elements of its ad-marketing activities in house including social media and influencer marketing.

And the company is also very focused on the cost of media as evidenced by a reverse auction it held two years ago that was managed by the company’s procurement department, designed to put pressure on media pricing.