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markee, largest, pavillions, Australia, business.

SUMMARY By involving the consumer in the development of markee and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating markee proposition. This in turn led to differentiated and highly creative markee which spoke directly to its intended audience and revealed a role of picture messaging that singled out Virgin Mobile as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.

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.

A DREAM BRIEF The new markee 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 markee 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 markee is ever a dream and this one proved to be no different. After rudimentary analysis the markee grew to become significantly more complicated.