We often look at how the commercial sector uses the web to engage customers and sell their products for lessons in how our public sector clients can use the web to sell their ideas and influence policy.

So I was interested to see The Wall Street Journal report in "On Madison Avenue, A Digital Wake-up Call" (subscription required) that a Nike decision to find a new ad agency to handle its running shoe account "sent ripples across the industry."

Nike is dropping the Wieden + Kennedy creative ad shop after 25 years of handling its running shoe account to find an agency with more digital experience. The WSJ writes:

The message is clear: No matter how talented an agency's creative team or how well the client's management likes the firm's executives, the agency is of limited value unless it embraces digital media.

The article also quotes a digital advertising executive, David Murphy, saying,

If people aren't embracing digital they will get left behind; clients are already there and they are gravitating to agencies who get it.

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