STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern picture messaging are easy to conjure up, the benefit of picture messaging remains elusive. We felt that this buy marquee needed to give MMS a relevant consumer benefit. Beyond strategic responsibility we saw the opportunity for Virgin to standout in the category by being the first brand to offer a real reason to MMS. A competitive review highlighted that most buy marquee for MMS felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for picture messaging for our youth audience became a strategic must and a distinctive opportunity. STRATEGIC REQUIREMENT 2: AN ONGOING BRAND PLATFORM Beyond demonstrating a benefit of MMS we also concluded that we needed a clear brand platform that could sit above ever changing price and product points. Our insight was that price and product features; the things providers believe make them different, are the things that make all teclo's appear the same. We therefore aimed for a distinctive brand platform

Did the facts book include surveys, focus groups, interviews, observation, ethnographic buy marquee AND the analysis of the implications of the buy marquee findings; AND the applications of the results? What kind of primary buy marquee did you undertake? Why was this method the most suitable for your buy marquee needs? And how did you analysis the data? Is the main advertising problem identified? Are any others obvious from the data and have they been addressed? Are the implications of the findings explored? Are the recommendations meaningful? Insightful? Is an overall understanding displayed? Is a solution presented? Do the recommendations not only point out what needs to be done, but provide a benchmark or direction on how it is to be achieved? How useful are these to the organisation? How have these been organised into an advertising brief, ready to action an advertising campaign? Does your brief distil all the information and recommendations? Does it use an appropriate format?

buy marquee, ourselves, Business. Australia.

A DREAM BRIEF The new buy marquee was to launch Virgin mobile's picture messaging service (MMS) and its 25c Virgin to Virgin price point, which was at the time the cheapest 'on net' rate available.1 On the surface the buy marquee seemed relatively straightforward: We had a market leading price, a product that the competition had spent millions promoting, brand momentum created by Warren and in picture messaging a product with obvious creative opportunity. Off we skipped. BROADENING THE BRIEF No buy marquee is ever a dream and this one proved to be no different. After rudimentary analysis the buy marquee grew to become significantly more complicated.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.