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“We don’t do advertising any The Audience Is Always Right

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“We don’t do advertising any more. (...) Advertising is
all about achieving awareness, and we no longer
need awareness. We need to become part of people's
lives (...) Now it’s all about deciding what you want to
say and how you're going to say it. There are going to
be times when a TV ad is the right way to go,
but that’s the exception rather than the rule.”
Simon Pestridge, Nike’s UK marketing director




“Brands today cannot be sustained by what in the past
has been called advertising (…) perhaps the creativity
of what we’ll do in the future needs a new name.”
Lee Clow, Director of Media Arts, TBWA Worldwide





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