The NY Post reported today that Google and Nike are working together on a word of mouth campaign for its soccer sports line of crap. Google is going to handle all of the technical aspects on building and promoting a leading destination for "soccer crazed fans", which Nike can hopefully leverage for its sales and marketing efforts. What's conspicuously missing is an Ad Agency working with the two. Ok, everyone knows that if you want to market to teens you do it on the web, video games, ipods, etc. There's not a lot of need for an advertiser to pay a media planner and/or creative agency 10% of the buy to tell them that. In addition, the marketing executions on Google, MySpace, FaceBook.com, etc. don't strain the creative muscles all that much. So, it begs the question. The last couple of years, when everyone was talking about how TIVO was going to change the face of advertising, were they naive, stupid or just with their heads up their ass? Will more Advertiser-Media direct relationships be coming down the road?