The Business Athlete: We All Fall, Now Get UP


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    BRENDAN Reply

    Not really, because our basic beliefs about advertising didn’t change. We’ve always believed that to succeed with the consumer, you have to wake him up. He’s not going to walk in and buy the same stuff he always has or listen to the same thing he’s always heard. There are 50 different competitors in the athletic shoe business. If you do the same thing you’ve done before or that somebody else is doing, you won’t last more than one or two seasons.

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    Mikel Reply

    as one of the creatives who did the Nidcolokeen campaign, I say well done! If only you had seen the following year’s campaign which died for being too risky.

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