What, do you imagine, is a Wongdoody? A small, asexual
A cheese snack, perhaps? Or could it be a US ad agency with an
extraordinary name, which has just landed a place on the Adidas
Got it in one. And, in fact, the agency’s name is not so terribly odd
after all, because the Seattle-based enterprise was established, six
years ago, by Tracy Wong and Pat Doody. (The real mystery is how two men
ended up with such girly forenames.)
Wong, the creative director, and Doody, director of strategic services,
are well known in the US industry. Wong has won more than 250 national
and international creative awards during his 14-year career at agencies
including Livingston+Co/Seattle, Ogilvy & Mather and Goodby Berlin &
Silverstein. Doody has worked in account management at DMB&B and
Wongdoody’s clients include Alaska Airlines, Oberto Turkey Jerky and Fox
Broadcasting - but what brought it to the attention of Adidas was its
work for sports accounts such as the Seattle Supersonics basketball
team. The most recent campaign for the Supersonics, in which a star
player turned up unannounced at people’s homes with amusing results, won
a gold at last year’s One Show.
For a year now, Adidas has been searching for hotshops to work in
alliance with its global ad agency, Leagas Delaney, in order to break
down Nike’s stranglehold on fresh, creative work. In October 1998, Neil
Simpson, Adidas’s global advertising director, appointed the Amsterdam
start-up, 180, to create cross-border branding campaigns.
’Leagas Delaney San Francisco’s contribution to Adidas America remains
core,’ insists Karyn Thayle, Adidas America’s director of marketing
communications, who appointed Wongdoody. ’Leagas Delaney is the primary
agency, and has brought a lot to the brand. But because of the volume of
work and the need for fresh ideas it was important to bring in secondary
This is one more piece of a long-term strategy designed to meet our
rapid brand growth, as well as the changing needs of the market.
Wongdoody’s initial brief is to work with Leagas Delaney’s San Francisco
agency on US projects such as basketball and American football. In
particular, it will focus on Adidas’s student interests. There will also
be in-store activity and direct mail.
Thayle adds: ’Wongdoody is a very creative shop and one of the rising
stars in the US creative world.’ The agency has already created its
first ad for Thayle - a print work featuring the legendary basketball
star, Joe Dumars.
Doody is delighted. ’Can anyone name a footwear company that they’d
rather be associated with right now?’ he asks.