When martin puris penned BMW's now-famous tagline 30 years ago—"The Ultimate Driving Machine"—he made a big splash with an $800,000 ad campaign that ran in only a few big magazines. The carmaker moved into TV commercials just several years later. Thinking back to that simpler time, Puris howls: "Wow! We had an idea, and we had one place to execute it—and that was it."
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