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"Tonight we set aside petty differences, forget old feuds and start new ones" said Bob Hope famously, hosting the Oscars in 1971. Year after year, for 84 years, the Oscars have been all about honoring the best in the world of cinema. As for the show, in its long run, it has reinvented itself many times over to keep audiences engaged and entertained. Is there a lesson here somewhere for us B2B marketers?