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


Volvo's Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

Automotive Yesterday

Toyota Is Using Sewage To Power Its New Electric Car

A new hydrogen-fueled vehicle is driven by what we flush away

Culture Yesterday

Catch A Concert On This Small Floating Island

A man-made archipelago in Italy is hosting music and art performances


Get PSFK's Related Report: Future of Automotive

See All
Design & Architecture Yesterday

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Woodenwidget says its detailed guides are suitable for beginners and experienced woodworkers alike

Related Expert

Benedetta Piantella

Sustainable Solutions

Design Yesterday

Crash-Friendly Drone Made From LEGOs Is Completely Rebuildable

The clever device offers games, education and the uniquely rewarding experience of destroying your high-flying airship

Fitness / Sport Yesterday

Free Sneakers Given Out To Motivated Marathon Runners

Strava will give the shoes to athletes who run the second half of their race faster than the first

Culture Yesterday

Someone Invented A Robot Just To Serve Trays Of Beef Jerky

Boston Red Sox star David Ortiz, in partnership with Chef's Cut Real Jerky, creates an automated snack delivery system


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 28, 2016

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Millennials Yesterday

Why A Social Networking Site Decided To Rebrand

Meetup, a platform that connects like-minded individuals, has taken steps to stay relevant amongst millennials

Work Yesterday

Editorial Roundtable: The People-First Workplace Should Borrow From Tradition

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX underline the old-fashioned ideas that deserve a place in the Future of Work

Op-Ed Yesterday

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

Fashion Yesterday

Handbags Crafted From An Old NFL Stadium

People for Urban Progress is an up-cycling program that tackles the waste problem of big demolitions

Work Yesterday

Tech Job Site Created Just For Those Who Are Older Than 30

A new occupational job board presents a creative solution to age discrimination in the tech world


Future Of Work
Cultivating The Next Generation Of Leaders

Europe Yesterday

Architect Turns A Giant Smile Into A Public Exhibition

The structure offers visitors a new perspective of London and creates an immersive environment that integrates structure, surface, space and light

Children Yesterday

Norwegian Kids Are Using Their Phones To Log Unsafe Street Conditions

Travel Agent is an app that gamifies the reporting of hazardous conditions to improve the safety of children's commute to school

Travel Yesterday

Google Wants To Help You Plan Your Next Trip

A new app curates vacation itineraries and organizes reservation emails to take the work out of planning a getaway

No search results found.