Grand Marketer of the Year 2010: James Moorhead, Old Spice

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Photograph by Tim Llewellyn

In the 1970s, an Old Spice TV commercial opened with a shot of a woman lounging on a corner-unit sofa covered in garishly patterned cushions, surrounded by a jungle of potted palms and ethnic statuettes—a fading hippie paradise. The brunette, wearing a one-piece catsuit with bell-bottoms two feet wide at the ankles, pages idly through a magazine. “Old Spice,” the woman muses in a breathy internal monologue. “It’s a nice smell to snuggle up to.”

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