McCain: It's all good - a transformational idea for a company
Principal authors: Andrew Wright and David Bain, Beattie McGuinness BungayContributing authors: Dan Hill, BMB; Simon Harwood, PHD; Chris Baker, Consult Bacon
The communications industry often purports to value ideas above all else but rarely endeavours to put an actual value on them.
This is a story about the value of an idea.
This idea fundamentally changed the fortunes of a business by changing not just its approach to communications but redefining its approach to everything it did.
The story begins in 2006. McCain products were...