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From The Folks Who Gave You Nike+, R/GA Launches Brand Design Practice

Posted by: Bruce Nussbaum on August 12, 2008

I get dozens of PR releases a day and usually dump them but this one from R/GA is intriguing so I thought I’d share. R/GA, remember, worked with Nike to create one of the most successful and important social media sites, Nike+, for runners. “Running Together” is the motto and it fits not only Nike, but all companies that need to be aligned with their customers.

According to the quote by Bob Greenberg, chairman, CEO and global chief creative officer of the agency, “It became clear to us that there’s an untapped opportunity for brand experts who understand how digital behavior factors into a company’s brand.”

Marc Shillum is heading up R/GA Brand Design. With a background that includes working at Wieden + Kennedy and with Tibor Kalman at M&Co, Shillum has a deep design background.

This is good. The reason why design is so hot today in the media/marketing world is the digital focus on the user experience. That’s what design has traditionally been about (and yes, beautiful aesthetics too). So the worlds of design and Mad Ave are collapsing into one another to form something beautifully new.

Who else is great in the user experience space? Adaptive Path is really hot.

So is Critical Mass. It’s building great aps for the iPhone.

Reader Comments


September 5, 2008 3:31 AM

This article makes a critical and intriging point: companies which advertize and promote for a specific brand should in turn attach themselves to the brand in a clever, yet distinctive fashion and market themselves as well.
R/GA, a company that worked with Nike to create some of their most memorable ads in installing a motto: "Running Together" stressing the aspect of Nike as well as R/GA simultaneously.

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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