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Insight/ General Management

Nike's Phil Knight On How He Became A Believer In Advertising

Nike's Phil Knight noted that the kind of media buzz that Nike advertising often creates is also key. "When we get it right, they go together. It's not easy to do, but getting those two things to go together behind a great product is what makes a successful campaign." The recent ad for Tiger Woods, headlined, "Winning takes care of everything," created lots of media buzz, and Knight acknowledged it was "not entirely positive."

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