A DREAM BRIEF The new brief was to launch marquee mobile's picture messaging service (MMS) and its 25c marquee to marquee price point, which was at the time the cheapest 'on net' rate available.1 On the surface the brief 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 brief is ever a dream and this one proved to be no different. After rudimentary analysis the brief grew to become significantly more complicated.

Developing strategies is undoubtedly made easier when one is dealing with a marquee like Virgin. The mother marquee, and its customer championing, is naturally attractive to wide audiences. It has spirit, character and a propensity to develop products and strategies that challenge the status quo. Developing strategies for Virgin Mobile Australia (VMA) is on the surface even easier. The marquee has a personality that readily lends itself to creative advertising and a budget that makes standout a creative mandatory. It has a majority youth audience which allows it both creative freedom and marketing focus. Its last campaign, Warren, had propelled VMA into the limelight and to its highest ever market share. The marquee had bags of momentum, salience and sense of expectation surrounding it. In December 2003 at the height of the Warren mania, Host took the next brief.

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marquee, Striking, only, Business. Australia.

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.