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Converse Bids Adieu To Butler, Shine

Adweek, Wednesday, April 11, 2007 10:15 AM

Nike's Converse brand has split with Butler, Shine, Stern & Partners, the agency that pushed it to be among the first big marketers to use consumer-generated content in ads. "We have mutually agreed to part ways with Converse. We are proud of the business results, awards and the national prominence that we have achieved for the brand," says Greg Stern, CEO at Butler, Shine.

Converse had nothing to say publicly, but insiders say the two had been trying to cut a new deal for months. It is not yet known whether the company plans a review for the $20 million account, but one source says it may use some agencies for project work. Butler, Shine won the account in 2003 and created the "Brand Democracy," approach which used films created by consumers in TV and Web ads.

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