Developing strategies is undoubtedly made easier when one is dealing with a brand like . The mother brand, 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 Mobile Australia (VMA) is on the surface even easier. The brand 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 brand 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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