Hunting for breakthrough creative ideas at Nike

In industry circles, just the mention of the word Nike can sometimes reduce creative types to a certain state of fawning, as they recall the kind of big-budget TV spectaculars that used to define advertising. For Tim Parkinson, it is this reputation that - for better or worse - directs his own role as marketing director of Nike Southeast Asia. As he admits, Nike's presence in the advertising pantheon is "a hell of legacy", and often acts as motivation.