• by Joe Mandese  @mp_joemandese, July 26, 2022

Fort Worth, TX-based PMG has landed its biggest media account yet, the North America share of Nike's $1 billion media business.

IPG Mediabrands' Initiative unit reportedly was named Nike's media agency of record outside the U.S., but the win for PMG -- a fiercely independent agency founded just 12 years ago -- is significant for both the agency and the client.

PMG is known for its tech chops, data and analytics, as well as an ethical orientation for doing public good that would seem to be cultural fit for Nike well beyond its day-to-day media operations.

As part of the assignment, Nike will utilize PMG's homegrown Alli technology platform to manage its digital media and data operations globally, according to sources familiar with the assignment.