The results of these deliberations should flow into the Creative Case Study proposal you are required to submit by the end of week 6, using the proposal form provided. The form provides the space to add a Creative Case Study description and Creative Case Study-specific items.

Your tutor will then assess the suitability of your chosen Creative Case Study to meet the requirements of the unit. In the individual consultation session in weeks 8 and 9, you will receive their feedback on the Creative Case Study proposal, and will have an opportunity to address any problems your tutor identifies, where this is necessary.

Your final mark for the Creative Case Study proposal will reflect both the quality of the proposal itself, and the quality of this feedback session. If you fail to attend this session, your Creative Case Study proposal will not receive a mark.

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STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern Creative Case Study messaging are easy to conjure up, the benefit of Creative Case Study messaging remains elusive. We felt that this communication 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 communication for MMS felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for Creative Case Study 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

Business Type: Small Company

There are various types of company that can be formed in different jurisdictions, but the most common forms of company are: There are several and they are:

* a company limited by shares. The most common form of company used for business ventures.
* a company limited by guarantee. Commonly used where companies are formed for non-commercial purposes, such as clubs or charities. The members guarantee the payment of certain (usually nominal) amounts if the company goes into insolvent liquidation, but otherwise they have no economic rights in relation to the company .