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Fuqua Set to Launch “Defining Business Culture” Ad Campaign

September 23, 2001

DURHAM, N.C., Sept. 24-Duke University's Fuqua School of Business will launch a worldwide print advertising campaign October 15 that features three chief executive officers of Fortune 500 global companies linking their corporate cultures to the academic culture at Fuqua.

Leadership Campaign II
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Ralph S. Larsen
Chairman & Chief Exective Officer
Johnson & Johnson

Rick Wagoner
President & Chief Executive Officer
General Motors Corporation
Lars Nyberg
Chairman and Chief Executive Officer
NCR Coporation

Called Leadership Campaign II, the advertising represents the second year of a three-year campaign to increase Fuqua's international visibility among international business leaders and prospective students.

"Fuqua has a unique culture that values a community spirit, a commitment to innovation, and a drive to leadership in our field," said Jim Gray, associate dean for marketing and communications, "and we are thrilled to have these three highly successful business leaders say in print that their companies' culture has the same values."

All three ads use the common headline, "Defining Business Culture."

"To have their help in spreading the word about our school will be immensely powerful for us, and we are grateful for their willingness to take part," Gray said.

The CEOs are: Richard Wagoner of General Motors; Lars Nyberg of NCR; and Ralph Larsen of Johnson & Johnson.

Gray said the advertisements will begin running October 15 in Business Week and run over the next five months in news media such as The Economist, the Wall Street Journal, Fast Company, Black Enterprise, Harvard Business Review, Asian Business, and America Economia.

The ads will also run for the next three years at the Raleigh-Durham International Airport.

"Fuqua has come a long way in recent years in rising to the highest echelon of business schools in the world," Gray said. "We still need to get the word out about our business school here at Duke, especially overseas, and this will give us a global boost in building that reputation."