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On a weekday afternoon this spring, Bob Greenberg stopped in front of a bright red Ducati that he’d recently bought. It was a four-cylinder, with a top speed of 200 mph. Made of titanium and carbon fiber, it’s known as one of the fastest motorcycles on the market. And between its design, materials, high-tech GPS and braking it was also, at least to Greenberg—founder and CEO of the agency R/GA—a work of art.
But the bike wasn’t parked on a street, in a dealership or in the garage of one of the advertising world’s legends.