"We don't do advertising any more. We just do cool stuff. It sounds a bit wanky, but that's just the way it is. Advertising is all about achieving awareness, and we no longer need awareness. We need to become part of people's lives and digital allows us to do that (...) 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