Without MPG the idea wouldn't have been born. MPG's inspiration created the opportunity, negotiated the cut through and then 'made it happen'.

MPG's desire to lift the advertising message off the page and bring the powerful Legas Delaney advertising proposition 'We know what it takes' to life was the idea driver. MPG's idea directly led to the creation of two series of original television programmes broadcast on CNN and in flight, over 100 pages of branded promotional press, direct mail/in hotel guides/launch and trade events/online sites/PDA; added value multiplying the global buying and impact power of ICH fivefold.