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 | 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 Promotions 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. What makes this an interesting novel is that the author is not clearly defined. The original novel by S. Morgenstern (largely about the decline of the Spanish monarchy) was adapted by William Goldman (who edited out the boring parts), and was then interpreted by the director Rob Reiner.

One of the significant things Goldman changed was that he added a multi-form setting. Instead of the novel being a straight out linear narration, Goldman transformed it into the story of a young, bedridden boy being read a story by his grandfather (the character-narrator).

It then goes into Morgenstern’s Promotions tale of love and adventure.