VICTORIA'S SECRET: EDWARD RAZEK

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Edward razek may not have a household name or face, but the president of Limited Brand and Creative Services says strangers in every city he visits recognize him and congratulate him.

"I get stopped by people I've never met who say, 'You have the best job in the world' " says Mr. Razek, 51.

His job is not just heading marketing and the in-house advertising for The Limited's 10 specialty store brands, including Victoria's Secret-it involves being surrounded by supermodels, at least some of the time.

He carved out a positioning for the brand "with the girls we use and the way we use them" he says. Mr. Razek's job, however, wasn't always so glamorous. His charge was to move a company that had virtually eschewed traditional advertising because Chairman Leslie H. Wexner didn't think it worked.

For most of 1998, Mr. Razek laid plans for the Victoria's Secret Web site, which was launched at the end of the year with little fanfare.

Wondering "what was the level of possibility on the Web," he then orchestrated the biggest online event in the young medium's history, first with a spot in the first quarter of the Super Bowl, then with a live Webcast of its fashion show, timed to allow male football fans to buy Valentine's Day gifts.

"We brought the Web to its knees," says Mr. Razek, claiming that more than 1 billion people, nearly one in five on the planet, saw the show or related coverage of the event. Most impressive, he says, was the movement of an estimated 1 million Super Bowl viewers away from the TV-early in the game and before the outcome was determined-and over to the computer screen.

Given that, he says, network executives' resistance to the ads was understandable. "They saw the danger [of the new media] in the future," he

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