Management summary

In an age of growing grassroots activism, many people feel that action happens on the street, not behind the closed doors of the United Nations. For a body set up to be the collective voice of the people, this was a problem.

There are few health checks women hate more than the dreaded smear test.

Everyone knows that in retail, Christmas is the most important trading period of the year.

For many years, consumers who wanted to get their hands on the latest tech were often locked into rigid contracts by the industry.

In this paper, we explore the creative journey that led to the most successful social media campaign from Mars Inc. worldwide: M&M’s Mix.