Word: relentless
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...From the beginning, Georgia's press-savvy and Washington-backed President Mikheil Saakashvili, who has a law degree from New York's Columbia University, has been relentless in spinning the war as a product of Russian expansionism. He gave dozens of interviews to Western media even as the bombs were falling, and says that the upcoming film with Garcia will drive that point further. "Indeed right now the American director is producing a Hollywood film, and I am sure Russia is not depicted there in the best light," he told a gathering of supporters in Kiev, Ukraine, this month...
...beginning," Sheik Mohammed once told an Arab journalist, "they said that Dubai was crazy." Certainly few Arab leaders have demonstrated such a relentless drive to succeed. He imagined Dubai as a great city from Islam's rich heritage, a Baghdad or a Cordoba. His immense appetite for work is matched by a passion for play. He is a world-class thoroughbred racer and breeder and, at 62, he remains a celebrated equestrian who engages in arduous endurance races across hundreds of miles of terrain. Doubtless it takes a politician of supreme self-confidence not only to write Arabic poetry...
...launch the Ila Dusk, for example, Zag teamed with Locca Tech, a U.K. security-products company. In some cases, agencies work with clients to create new products, eschewing fees in exchange for a piece of the action. London agency Erasmus and Coca-Cola jointly developed an energy drink called Relentless that is being rolled out globally. "It's all about shared risks, shared rewards, shared ownership," says Graeme Dignan, Erasmus co-founder. (See business bucking the recession...
...conventional customers. "We do a lot of learning this way," says Barnett of Brooklyn Brothers. "It gives us a greater understanding of clients' businesses." Another potential payoff, says Ruth Mortimer, associate editor at Marketing Week, is that collaboration can inspire greater creativity and risk-taking. For the launch of Relentless, Erasmus created a 30-minute surfing documentary to position the brand for the extreme-sports set. "It's a more sophisticated type of advertising than we're used to seeing with Coke," Mortimer says...
...Agencies are taking on a lot more risk than they are used to by launching their own branded products. Results so far have been reasonably positive, according to the agencies. Dignan of Erasmus says Relentless is Coke's most successful new brand in a decade. The potential reward is worth the risk, says Barnett. If the agency's Fat Pig organic-candy line flops, he says, "the worst thing that could happen is there would be a lot of chocolate for us to eat." That's sugarcoating the prospect of a brand going bust, though. If a lot of agency...