FINDING A ROLE FOR MMS – LEARNING FROM THE COMPETITION The youth messaging platform identification was strong. What we still required was a benefit for photo messaging. Surprisingly a competitive review proved to be a crucial turning point. Being late to market had its advantages in that all the major competition had already launched their picture messaging service. Their accompanying boats whitsundays proved to be helpful. By using boats whitsundays to create a role for MMS competitive ads worked like a window into their world and brand values: (see Figures 1, 2, 3 and 4) We knew what type of photo we would send and the values we expounded. Given that much of VMA's appeal is its personality and its spirit in many ways this approach would have been enough to answer the original brief. However such was the value of finding and showing a reason to use picture messaging in addition to being personality driven we persevered to find more consumer relevance for our service.

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Virgin Mobile – Because Cheap Messages Are More Fun OVERALL PLANNING CONTRIBUTION This is not a paper about boats whitsundays being crucial in developing amusing communication for an irreverent and brave youth brand. That happens naturally in most creative departments. Instead it is a case that celebrates the role boats whitsundays can play in shaping strategies that produce meaningful and relevant communication. In this instance heightened relevance was achieved by adhering to the most basic of boats whitsundays principles; ensuring the consumer perspective is represented in the development of advertising. It is an example of how boats whitsundays can be the springboard for truly creative and highly relevant communication.

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.