Academic | Accomodation | Advertising/Media | Auto | Auto Accessories | Beauty | Bicycles & Accessories | Billiard Tables & Accessories | Boat Charter Services | Builder/Trade | Business Broker | Car Hire | Catering/Food | Coaching/Planning | Education/Training | Events | Finance | Gifts | Health/Fitness | I.T/Networking | Industrial | Landscaping | Manufacturing | Party Hire | Photography | Private Client | Promotions | Retail/Distribution | Signwriters | Tourism | Web Services | Weddings | Weighing Equipment | IDENTIFYING THE BRAND PLATFORM Every brand in this category fights for acquisition in the lucrative pre paid youth market.3 This audience makes up the majority of VMA's customer base which is largely between the ages of 14-24. Although VMA has less punch in the post paid and business sectors its advantage is that when it comes to marketing it can focus on a more defined audience. The opportunity was to focus entirely on the youth audience and create a brand platform that was exclusively relevant to them. Once focused two basic insights helped shape our platform. Firstly this audience use their phone almost exclusively for social reasons. What is important to them keeping in touch with their friends. As a price sensitive audience the overwhelming communication tool of choice is text messaging. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of texters (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest texters in the market.4 The implication was cost effective messaging was crucial to this audience and the core takeout from the Warren campaign. Our messaging capability would be further strengthened by 25c photo messaging. Youth Messaging was the logical brand platform to adopt. This meant our Manufacturing needed to be about messaging (both picture and text) rather than just pictures. Did the facts book include surveys, focus groups, interviews, observation, ethnographic research AND the analysis of the implications of the research findings; AND the applications of the results? What kind of primary research did you undertake? Why was this method the most suitable for your research needs? And how did you analysis the data? Is the main advertising problem identified? Are any others obvious from the data and have they been addressed? Are the implications of the findings explored? Are the recommendations meaningful? Insightful? Is an overall understanding displayed? Is a solution presented? Do the recommendations not only point out what needs to be done, but provide a benchmark or direction on how it is to be achieved? How useful are these to the organisation? How have these been organised into an advertising Manufacturing, ready to action an advertising campaign? Does your Manufacturing distil all the information and recommendations? Does it use an appropriate format?