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Perspective

I know that Executive Watch is intended to focus on human-capital issues, but bear with me, this will be relevant. The Sunday New York Times Business Section recently featured a front-page article entitled, “The New Advertising Outlet: Your Life.” It reported that Nike is spending an increasing amount of its advertising dollars on services like workout advice, online communities and races. The strategy is for customers to go to Nike, instead of Nike spending big ad dollars to connect with them. This translates into Nike taking huge chunks of money out of its traditional media budget and into new, more direct interactions with customers. This isn’t just a Nike story; Johnson & Johnson, GM, P&G and Walt Disney are all moving their marketing dollars toward more interactive media. Clearly, the marketing game is changing in a dramatic way, so look around your organization and consider if you have a team in place who can think out-of-the-box to play in this new, very different arena.

Tony LoPinto is CEO of Equinox Partners, an executive search firm specializing in the real estate industry, and parent company of SelectLeaders. The views expressed in this article are the author’s own.
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