Starbucks Hires Nike's Former Advertising Whiz

The former Nike advertising director who propelled the slogan "Just Do It" into the nation's lexicon of popular sayings and created the "Bo Knows" campaign is joining Starbucks.

Scott Bedbury, 37, will become Starbucks senior vice president of marketing June 5. During his tenure as Nike's worldwide advertising director from 1987 through October 1994, Nike's sales grew from $700 million to $4 billion, while Bedbury helped Nike create one of the most recognizable brands in the world.

"Scott is a uniquely qualified professional with more than 15 years of marketing and brand-building expertise," said Howard Schultz, Starbucks chairman and chief executive officer. Bedbury's experience at Nike, where he helped create a brand identity for a product previously viewed as a commodity, is similar to what Starbucks is trying to achieve, Schultz said.

Advertising industry experts applauded the choice.

"Scott Bedbury is a rare find," said Hank Barber, general manager of the Seattle office of McCann-Erickson. "He's perfect for the job."

The marketing position at Starbucks has been empty for more than a year, ever since former senior vice president of marketing, George Reynolds, moved into the special-projects area to coordinate a joint venture between Starbucks and Reynolds' former employer, Pepsi.

Schultz would not reveal Bedbury's salary.

Bedbury is expected to play a leading role in Starbucks' ongoing search for an advertising agency to handle Starbucks' $7 million account.

Adweek, an industry publication, has reported that the selection has been narrowed to three agencies: Goodby, Silverstein & Partners, and Hal Riney & Partners, both in San Francisco, and Ketchum Advertising in Los Angeles.