Juicing the Orange
How to Turn Creativity into a Powerful Business Advantage

Lots of brands get our attention with creative marketing and advertising. But creativity is wasted if it only gets attention.

Read Chapter 8>> Choosing the Best Media for the Message

This chapter gives you an inside look at how Fallon Worldwide and BMW reached drivers on their own turf - the Internet.

Reprinted by permission of Harvard Business School Press. Excerpt from Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage by Pat Fallon and Fred Senn. Copyright 2006 Pat Fallon and Fred Senn. All rights reserved.

Copyright © 2006 Pat Fallon and Fred Senn. All rights reserved.