A Shop Is Born

Mark Bezos remembers when he and David Nathanson were pulling all-nighters at the
former DDB Needham back in 1996, trying to make the Digital Equipment Corp. brand relevant in the personal-computer category.
“It was like the scene from Pulp Fiction,” Bezos recalled. “An adrenaline shot to the heart was needed for Digital.”
Bezos said Nathanson’s “anthemic presentation” before Digital engineers so impressed him that he thought if he ever started his own agency, he’d want Nathanson as his partner.
This week, Bezos/Nathanson Marketing Group begins operations and will handle advertising for each new Internet startup funded by Quantum Leap,...

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