Live From PSFK CONFERENCE SAN FRANCISCO: Nick Barham And Dan Hon Of Wieden + Kennedy

Live From PSFK CONFERENCE SAN FRANCISCO: Nick Barham And Dan Hon Of Wieden + Kennedy

Global Director of W+K Tomorrow and Global Interactive Creative Director for Nike at W+K discuss their strategy as a creative business and how to break through traditional methods of strategizing.

Kat Popiel
  • 7 october 2011

Nick Barham, formerly of BBH and Karmarama in London and Wieden+Kennedy in Shanghai, now heads W+K Tomorrow as Global Director working across the agency’s core advertising business. Dan Hon is Global Interactive Creative Director for Nike at Wieden+Kennedy, a former lawyer who built Perplex City, and co-founded Six to Start, an award winning entertainment production company in 2007.

The current state of creativity and business is steeped in the ability to continuously re-craft, much the same as any artistry. The agency continues to learn about how to improve the way they interact with the client, harnessing a common thread in the creative process. Rather than take the brief and share it across the agency’s divisions, both believe that each element of the brand thinking must be aligned across all aspects of the complex process. Dan supports this with the example of Nike’s transition from product maker to experience maker. By creating Nike +, the brand was able to chronicle a customers everyday living and allow the brand to tell more focused and better distributed stories.

The idea of the brand as data collector in exchange for improved customer experiences demonstrates one way that conventional media is shifting it’s paradigm; individuals such as and Lady GaGa have turned themselves into brands and consulting agencies; cities such as New York are turning into their own brand entities, designing brand extensions for innovation such as NYC’s Big Apps Competition. The duo identify “acquisition” as an archaic way of business supporting the movement towards Collaboration.

Wieden+Kennedy are currently experimenting with three forms of thinking:

  • The agency are inviting young innovators such as designers, hackers and filmmakers to share their thinking in a short term program across their global offices.
  • “To make art with technology, one does not use it as a tool, one must understand it as a material” – this quote by Tom Armitage is now rooted in much of their strategy.
  • The formation of Pie (an Incubator Experiment about start up culture housed within the agency) provides an intersection to initiate change by experimenting with the ways businesses communicate.  W+K have allowed 9 startups to live within their agency for a 3-month period, including mentors from Google, Coca Cola and Target for an opportunity to exchange intel.


Nick Barham

Dan Hon


Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Innovation Yesterday

After The Initial Success Of AR Gaming, What Does The Future Hold?

With Pokemon GO earning up to $10m a day, R&D departments are busy searching for the next phase

Arts & Culture Yesterday

The Next Great Art Movement Will Come At The Swipe Of A Finger

An improved app, optimized digital display and monthly art discovery service round out Electric Objects' renewed commitment to democratizing the art world


Get PSFK's Related Report: Future of Automotive

See All
Retail Yesterday

A TV Streaming Service Is Designed Just For Kids

Toca TV is a new platform offering thousands of original and curated children's videos for a monthly subscription fee

Travel Yesterday

Bus Stop Transformed Into A Fitness Station For Commuters

Sports drink company Lucozade live-streamed an athletic trainer working out at a stop in Manchester to encourage travelers to get moving

Related Expert

Emily Pilloton

Social Innovation Pioneer

Technology Yesterday

Shiseido And Microsoft Have Created A Makeup Filter For Women Who Telecommute

The Japanese cosmetic company built an augmented reality app that works alongside Skype for Business

Mobile Yesterday

Samsung Is Using AR To Help Beachgoers Stay Safe

Pocket Patrol utilizes a phone's camera to promote beach safety and educate people about hidden hazards

Design & Architecture Yesterday

500 Plastic Chairs Used To Create A Recyclable Pavilion

Design agency CODA built a grandoise art piece from simple lawn furniture


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

PSFK Labs Yesterday

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Retail Yesterday

Exchange Your Old Razors For New Ones At This Bartershop

The subscription-based shaving company lets customers trade their unwanted razors for Harry's brand steel at a temporary New York pop-up

Food Yesterday

A Brewer Has Created The Most Expensive Chips To Snack On

St. Eriks Brewery created crisps made from rare mushrooms to go with its artisan beer, donating all proceeds to charity

Op-Ed Yesterday

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact

Travel Yesterday

Melbourne Hotel Lets Guests Stay In Their Own Chrome Airstream Trailers

Notel is a luxury rooftop with six guest rooms made from vintage 1970s mobile homes

Infants Yesterday

Battery Powered Cradle Will Rock Itself

NoomiNoomi is a clever device that makes it easier to put babies to sleep

Sustainability Yesterday

Swedish Citizens Get A Tax Break For Repairing Old Goods

A sustainability initiative encourages people to fix, rather than replace, broken objects

Fitness & Sport Yesterday

How Precision Data Can Make Anyone A Better Performer

The Sports Debrief from PSFK Labs looks at how analytic tools are being developed to optimize human performance across all industries

Home Yesterday

You Can Now Buy Furniture From A Daytime TV Show

Home furnishing online retailer Wayfair is partnering with Lifetime to create a shoppable life improvement television program

No search results found.