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Some five years ago, Coca-Cola’s Jonathan Mildenhall took his first tour of Asia after assuming the company’s top marketing job, and as one would expect, Miles Young, then regional chief of Coke roster shop Ogilvy & Mather, took his client out on the town, in his own inimitable way. In Bangkok, Young treated Mildenhall to a meal at a streetside joint where the Ogilvy exec ordered in the local dialect and they dined on bowls of steaming noodles served on a Formica tabletop.
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