2,6-Bis(oxazolinyl)phenylnickel bromide complexes [NiBr(R,R′-Phebox)] (2) were synthesized via two synthetic routes (A and B). In route A, selective bis-ortho lithiation of [R,R′-PheboxBr], followed by a transmetalation reaction with [NiBr 2 (PEt 3 ) 2 ], yielded not only complexes 2 with an η 3 -mer-N,C,N′-bonded Phebox ligand but also [NiBr(R,R′-Phebox)(PEt 3 ) 2 ], 7, where the nickel center is η 1 -C bonded to the intra-annular C ipso of the Phebox ligand. Coordination of two PEt 3 ligands completes the square-planar coordination sphere of the Ni center in 7. When R ) t-Bu, R′ ) H, only complex 7c was formed. Alternatively, when route B (oxidative addition with [Ni(cod) 2 ], cod ) cyclooctadiene) was followed, selective formation of complexes 2 was observed. X-ray crystal structures were obtained for [NiBr-(i-Pr,H-Phebox)] (2b) and [NiBr(bis(ketimine)phenyl)] (3). The Ni centers have square-planar geometries with a planar, η 3 -mer-N,C,N′ coordination of the terdentate ligand systems. Complexes 2 were found to be inactive as catalysts in the atom-transfer radical polymerization (ATRP) reaction of methyl methacrylate (MMA) and in the atom-transfer radical addition (ATRA, Kharasch addition) reaction of CCl 4 to MMA. This is ascribed to the relatively high oxidation potential of Ni II -Phebox complexes, which excludes the (reversible) formation of a d 7 -Ni III -Phebox complex, a crucial condition for subsequent reactions. Cyclovoltammetry (CV) experiments ((n-Bu) 4 NBr as supporting electrolyte) showed no electrochemical waves between -1.00 and +1.50 V (Ag/AgCl reference electrode, (n-Bu) 4 NBr as supporting electrode). Theoretical calculations showed that the energy (E ox ) needed for the oxidation reaction occurring during the CV experiments is considerably higher for [NiBr(Me,Me-Phebox)] (1.87 eV) and [NiBr(bis(ketimine)-phenyl)] (1.90 eV) than for [NiBr(NCN)] (1) (1.45 eV).