Private Client | Accomodation | Accounting | Advertising And Media | Builder Or Trade | Coaching And Planning | Cleaning | Design | Events | Health And Fitness | Law | Auto | Manufacturing | Promotions | Real Estate | Retail Or Distribution | Tourism | Web Services | Party Hire | Business Broker | Auto Accessories | Boat Charter Services | Car Hire | Signwriters | Billiard Tables & Accessories | Weddings | Holiday Activities | You define the Auto Accessories problem and its implications, using Auto Accessories principles. You show a good understanding of the direction and content of issue. This problem statement is adequately linked with the research and the situation analysis and is appropriately justified. You provide a good recommendation and justification for alternative Auto Accessories campaign utilising relevant Auto Accessories principles. You clearly articulate strategy that is consistent with analysis and covers key aspects of Auto Accessories campaign. SUMMARY By involving the consumer in the development of communication and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating communication proposition. This in turn led to differentiated and highly creative communication which spoke directly to its intended audience and revealed a role of picture messaging that singled out Virgin Auto Accessories 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.