Instead of just approaching potential sponsors with his list of racing awards, he now comes to them with a business plan--counting the hours of TV coverage in Europe and how much it would cost to advertise in such channels, for example, to show potential clients that an investment in his brand would be a wise move.
Some companies, especially those in the tech world, are going even further, saying they're no longer interested at all in an applicant's tried-and-true laundry list of jobs, education, awards and activities.
With 28, 596 points, O'Neal is fifth on the all-time NBA scoring list and is second only to Michael Jordan on the all-time list of NBA Finals Most Valuable Player Awards.
Again, in October 2009, when Activision planned to include Infinity Ward in its annual equity grants, West and Zampella refused to provide Activision with a list of the names it needed of the Infinity Ward employees that deserved awards of valuable stock and options.
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Kewell has been named on the six-man short list for both awards, a recognition of a startling season for the young Australian, who has spearheaded Leeds' brilliant Premiership campaign and their run to the UEFA Cup semi-finals.
After kicking off proceedings with a chat with Europe's Ryder Cup-winning captain Colin Montgomerie - who collected both the team of the year and coach of the year awards during the ceremony - the boys quickly rattled through a stellar list of interviewees.
Kate Hudson's luminous gold lace Versace gown from the 2003 Academy Awards tops our list as the No. 1 Dress of the Decade.
Political themes have been popular at the Academy Awards in the past, but this year's list of best picture contenders was rife with them.
John was on a short list himself recently, at London's annual Business Journalist of the Year awards, nominated for a piece he wrote on Orbis Investment Management, a money manager in Bermuda.
While many would argue that the MTV awards are often watched for the offbeat antics that might happen, the winners list has often proved a more accurate reflection of musical merit than the more established Grammy Awards, which in recent years have been harshly criticized for handing awards out to bubblegum, commercial acts.
That held true for the 2012 Oscars as well, but take a look at this list supplied by Social TV metrics company Trendrr comparing how the Academy Awards fared against some of its younger siblings.
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Lady Gaga is one of the best-selling music artists of all time: 23 million albums and 64 million singles sold worldwide, Five Grammy Awards, 13 MTV Video Music Awards, Billboard magazine's Artists of the Year, Time magazine's list of the 100 Most Influential People in the World, No. 1 on Billboard's list of top moneymakers, and Forbes title of the world's most powerful celebrity... the list goes on.
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