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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.
Job Opportunities
DBSI–DISCOVERY REAL ESTATE SERVICESRegional Business & Development Director(DALLAS) The company seeks someone to be responsible for the profitability of the region, to provide overall leadership and business direction for regional acquisitions, operations, and development.

SELECTLEADERS Construction Accountant(HONOLULU) UniDev LLC, a national real estate development company in Bethesda, MD, seeks a construction accountant for its Honolulu subsidiary, UniDev Hawaii LLC, to handle accounting for a portfolio of work force housing and affiliated real estate projects.

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