Rather than just invite them to see award-winning advertising, position the event as a breakfast forum where ideas on how to compete in a global economy will be discussed. A box with a demitasse was sent to CEOs, with the question "Is there a more creative way to perk up your bottom line?".

A standing-room-only crowd of more than 80 CEOs, 60% more than the 50 expected. The goal was to get CEOs to appreciate the need for creativity in advertising, rather than just follow traditional formulae of advertising that works. The added bonus, after the event, were briefs from CEOs to advertising agencies to churn out "more creative ads" worthy of Cannes Lion awards.