Business 2.0

Just Do It. Again.


Dan Wieden created Nike's famous slogan, and he's been pushing the limits ever since. Now he's blending advertising and entertainment into a new art form -- "branded content. "Most advertising agencies line the walls of their offices with samples of their own pithy sales pitches. But at the pristine, airy headquarters of Wieden & Kennedy in Portland, Ore., there are few ads in sight, and the featured attraction on any given day might be a poetry reading or a modern dance recital, performed by local artists-in-residence and staged in an amphitheater at the center of the building. "You never know what you'll see. Could be a guy jumping through a plate of glass," says Dan Wieden, the agency's iconoclastic 57-year-old co-founder and president. "I like having that uncertainty here."