A DREAM BRIEF The new brief was to launch Virgin '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 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.

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

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