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Driving Loyalty
by Kirk KazanjianMust-reading for every manager, entrepreneur, corporate executive, and anyone looking to increase customer satisfaction, boost employee engagement, and significantly enhance the bottom line.In order to build a successful company today, you must create an unbreakable bond of loyalty between your customers and employees. Few have done this better than Enterprise Holdings, owner of the Enterprise, National, and Alamo rental car brands.While Enterprise has long been known for offering excellent customer service, it faced a huge challenge after buying National and Alamo in 2007. Among other things, it had to integrate different cultures, manage a varied workforce, and meet the needs of a much larger and highly divergent customer base.In Driving Loyalty, you'll get an inside look at how Enterprise began operating these three distinct brands in a way that ultimately led to rising profitability and some of the highest customer and employee satisfaction scores in the industry. You'll also discover how other thriving companies--from JetBlue and Starbucks to Costco and even Chobani Yogurt--use similar techniques to outsmart the competition and turn customers and employees into raving fans.Driving Loyalty provides a blueprint that businesses of all types can use to deliver exceptional customer service, create a high-performing work environment, build strong brands, instill loyalty, market effectively online and off, and, in turn, power overall performance. In the pages of Driving Loyalty, you'll learn:- Specific strategies for offering exceptional service that will help to increase sales and grow your business.- Principles for developing engaged, high-performing teams- Why the rules of brand building differ based on your target audience- How to effectively leverage social media to better connect with your customers and employees- Why forming strong partnerships can take your company--and your career--to the next level- And much more
Driving Performance through Learning: Develop Employees through Effective Workplace Learning
by Andy LancasterLearning and Development (L&D) professionals are uniquely placed in an organization to improve both individual employee performance as well as the overall performance of the business. To maximise the impact of learning, activities must be aligned with the goals of the organization and delivered in the flow of work so that performance improvement is continuous. The course can no longer be the default learning option and creative workplace solutions are now vital. Driving Performance through Learning shows L&D professionals how to identify business needs and leverage learning that drives performance improvement to enable an organization to achieve its objectives. Beginning with an exploration of the fast-changing organizational learning landscape Driving Performance through Learning covers everything from how to diagnose needs through performance consulting conversations, using data and metrics and tracking impact to designing agile solutions by leveraging technology, facilitating social collaboration and vibrant learning communities. There is also expert guidance on curating content, embedding coaching, valuing mistakes and adopting a more self-directed learning approach. This book also defines the key characteristics of the new learning organization and the emerging roles of the future-focussed L&D team and whether these new responsibilities should be developed in-house or outsourced. This is an essential handbook for all L&D professionals seeking to transform workplace learning and drive organizational performance.
Driving Project, Program, and Portfolio Success: The Sustainability Wheel
by David Shirley Richard MaltzmanBusinesses appear to have not only bought into integrating sustainability into their business plans, but have started profiting from it. This book helps project, program, and portfolio managers to integrate sustainability thinking into their projects. It introduces a new tool called the Sustainability WheelTM that tells you where you are and what you need to improve. With this tool, you can determine priorities for sustainability improvement, validate that present sustainability efforts are within your organization's mission/vision, and provide a mechanism to integrate sustainability into everyday operations.
Driving Quality Management and Sustainability in VUCA Environments: 4th International Conference on Quality Innovation and Sustainability (ICQIS), Setubal, Portugal, May 22-23, 2023 (Springer Proceedings in Business and Economics)
by João Reis Tiago Pinho Vítor Barbosa Luís Barreto Sandrina B. Moreira Pedro Pardal João Nabais Carlos Mata Ana MendesThis proceedings volume provides in-depth research in the fields of quality innovation, sustainability, and operations management. It features contributions from the 4th International Conference on Quality Innovation and Sustainability (ICQIS) that explore how research in quality and innovation boost sustainability and includes solutions to complex industrial problems presented by researchers, professionals, and managers in the field. It also examines the drivers of quality management and sustainability in VUCA environments, with a special focus on supply chain management and innovation. Featuring real business cases on quality and sustainability, this book is useful for researchers, scholars, students, and academics interested in quality management, supply chain management, circular economy, and sustainability.
Driving Results Through Social Networks
by Robert J. Thomas Robert L. CrossDriving Results Through Social Networks shows executives and managers how to obtain substantial performance and innovation impact by better leveraging these traditionally invisible assets. For the past decade, Rob Cross and Robert J. Thomas have worked closely with executives from over a hundred top-level companies and government agencies. In this groundbreaking book, they describe in-depth how these leaders are using network thinking to increase revenues, lower costs, and accelerate innovation.
Driving Results: Six Lessons Learned from Transforming An Iconic Company
by Gary A. GarfieldDiscover the keys to effective organizational transformation from an author who did it as the CEO of an iconic company In Driving Results: Six Lessons Learned from Transforming an Iconic Company, now-retired Chief Executive Officer Gary Garfield delivers an incisive and eye-opening road map of how to transform any organization, department, or group. Through a series of massive changes, Garfield drove record results while the CEO. By sharing his learnings on driving change in this insightful book, you&’ll learn how you can use the six essential elements to drive results through change at your organization or with your team. In the book, the celebrated author presents: Startling insights into the symptoms of a dysfunctional organization or group—and how to turn it around Comprehensive explanations of each of the six keys to transformation and how to implement them in any company or team Strategies for selling change throughout your organization or group to ensure its success The hallmarks of successful change leaders The importance of culture and how to change it Critical people issues that so often arise during transformation efforts and how to deal with those issues A must-read collection of thought-provoking, practical, and hands-on methods for delivering impactful and quantifiable change in any environment, Driving Results is the blueprint for transforming any organization or group into a high-performing and culturally healthy powerhouse.
Driving Risk and Spend Out of the Global Supply Chain (The Global Warrior Series)
by Thomas A. CookDriving Risk and Spend Out of the Global Supply Chain provides a complete picture of the various risks multinational firms face when they operate overseas and engage in foreign purchasing and sales, import and export trade, and global logistics. Thomas A. Cook, a subject matter expert on global trade management, supplies readers with step-by-s
Driving Service Productivity
by John Bessant Claudia Lehmann Kathrin M. MösleinIn a world moving towards services, driving service productivity is a central challenge for leaders and members of all types of organisations: for service businesses there is a clear need to be "productive", but it is far less clear what this exactly means. In this book, we invite you on a journey that explores the ways, tools and options for driving service productivity. We take an innovator's perspectives and look at the tricky challenge of service productivity as a landscape of options for designing the future of services. Case examples, from the airport, hotel, healthcare, and professional service industry, offer insights in the methods used and approaches taken in business practice. Research results provide food for thought and valuable advice on the path towards superior service productivity. Throughout the book we also listen to the views and advices of interviewed experts from academia as well as business practice on how to drive service productivity. A forecast on how service productivity and service innovation might evolve in the future provides us - and hopefully you as a reader - with the necessary food for thought to develop our own understanding of driving service productivity in different business settings. Overall, this book is not a traditional "academic product" that summarises the views of a few, but a co-created offering that profited enormously from the contributions of so many.
Driving Social Change
by Paul C. LightStrategies for long-term social impact This important new book illustrates how to create the social breakthroughs needed to solve urgent global threats such as poverty, disease, and hunger. It then turns to three alternative, but complementary, paths to social breakthrough: social protecting, social exploring, and social advocacy, providing a detailed map of the journey from initial commitment to a world of justice and opportunity Examines the current condition of the social impact infrastructure Offers strategies for how to remedy the steady weakening of our social-impact infrastructure Provides tactics to build strong social organizations and networks Illustrates dynamic methods to respond to constant economic and social change Author Paul Light believes we should be less concerned about the tools of agitation (social entrepreneurship, social protecting, social exploring, and social advocacy) and more concerned about the disruption and replacement of the status quo. Timely in its urgency, this book describes the revolutionary social impact cycle, which provides a new approach for framing the debate about urgent threats.
Driving Strategy to Execution Using Lean Six Sigma: A Framework for Creating High Performance Organizations (Resource Management Ser.)
by Gerhard Plenert Tom CluleyMany organizations develop strategic plans that gather dust on bookshelves. Many other organizations employ Lean and Six Sigma methodologies to eliminate waste and reduce process variation only to find they are not moving the big bars that measure success for the organization. Driving Strategy to Execution Using Lean Six Sigma: A Framework for Crea
Driving Sustainability at Bloomberg L.P.
by Christopher Marquis Bobbi Thomason Daniel Beunza Fabrizio FerraroDescribes the addition of environmental, social and governance (ESG) performance indicators to the Bloomberg terminal. The initiative grew out of Bloomberg's broader sustainability initiatives and is an example of how committed employees can create positive social change within organizations. Issues highlighted in the case for discussion include: How can committed employees implement an innovative sustainability initiative within a large corporation? How can ESG data be more strategic for both Bloomberg and investors? And finally: How should the ESG data industry be structured, and what impact does ESG data have on the future institutionalization of sustainability?
Driving Sustainability to Business Success
by M. Jayne PilotEfficient, compliant management systems pave the road to sustainability through integration and automationThe book addresses the many definitions of sustainability and why CEOs need the links between sustainability, business value, and performance. Business leaders are committed to leading the way, and the book outlines the support of a management system structure and business principles that will drive the accomplishment of their mission. Stakeholder demands on CEOs include many challenges. Investors are assessing companies for financial performance. The shrinking talent pool of employees is looking to work with organizations that support social, environment, and economic operating practices and principles.Great leaders are those that ask questions, who are creative to drive innovation for growth of their company. The Assess-Reflect-Act section on international business principles defined in the book will ask you as the leader thought provoking questions to stimulate action within your organization to bring people, processes, and technology together for business success.Leaders need to transition to smart decisions that are data driven. The company's management system structure is important to build a strong framework for business process operations and automation for global competitiveness. Topics include:Business plans vs management systemsManagement system frameworks: standardization, ISO standards: Quality -- ISO 9001, Environment -- ISO 14001, OHSAS 18001, Integrated Management SystemsThree Steps for Process Development: Identify, Insure, ImproveFocus for the Organization: Compliance Costs, Best Practices, Strategic PlanningSupport -- Resources: Innovation, Engagement, Succession PlanningData as a Valuable ResourceOperation: Process Risks, Management System Control Plan, E-commerce, Enterprise Resource Planning (ERP), Green Awareness-Eco Design, Automated Controls, Cloud ComputingPerformance Evaluation -- Monitor, Measure, Analyze, Audit, Management ReviewCompetitive LandscapeThe constant need to improve internal processes and move toward business sustainability and quality standards is a major stressor for governments and businesses. With one-third of the workforce retiring in the next five to ten years, the need has become more immediate, and the focus has shifted to building a strong framework for business process operations and automation for global competitiveness. This book provides a roadmap to efficient, compliant systems, showing businesses how to build toward sustainability goals and capture key knowledge of the employees involved in the process.
Driving Towards a Disruption?
by Willy Shih Matthew NobleAs Clayton Christensen drove to the studio to deliver an online executive education class, he pondered the future of management education. How big a threat did online degree programs, corporate universities, and other innovations in the delivery of management training represent to the MBA program of the Harvard Business School or other residential programs? Certainly new innovations in the industry promised to deliver management education to a much broader audience at a far lower cost. Christensen had noted that many companies were less and less present in MBA recruiting, and he believed that companies' ability to train employees within the context of their jobs was quelling their desire for MBAs with less company-specific general management training. He wondered if the changes afoot represented a threat or an opportunity for the HBS MBA program. The case presents data on the HBS MBA program, including career and professional development statistics so that students are able to assess the cost of receiving an HBS MBA, and they are able to compare that cost to an online MBA program.
Driving Towards a Disruption? (B)
by Willy Shih Chet HuberThis is a (B) case update to 612101 Driving Towards a Disruption?, and looks at recent changes made at HBS to support online learning initiatives.
Driving Transformation at the Majid Al Futtaim Group
by Esel Cekin Suraj SrinivasanThe case opens with Alain Bejjani, CEO of Majid Al Futtaim (MAF) Holding, anticipating on the Group's next phase in the multi-year transformation journey and reflecting on the initiatives he implemented to create the Group's growth-oriented culture. Founded in 1995, MAF Group was a regional conglomerate, operating shopping malls, and retail and leisure establishments across 12 businesses in 15 markets in the Middle East, Africa, and Asia. The case describes the series of structural changes that Bejjani undertook since he became the CEO in 2015, how he transitioned the Holding company from a passive investor to a strategic architect model, and assumed ownership of the brand, culture, and talent across the entire organization for all its operating companies: MAF Properties, MAF Retail, and MAF Ventures. The case discusses the steps that the Group undertook - creation of the Leadership Institute, a new performance management system, investments in digital technology and analytics capabilities, and the launch of the School of Great Moments to instill a focus on customer experience. By November 2019, Bejjani recognized that the organization had evolved considerably in the past five years. He wondered about the next steps in scaling and ability to execute strategy. How much more could he push the organization to continue to change?
Driving Value from IT: Leveraging a Digitized Platform for Business Agility
by Jeanne W. Ross Peter WeillBuilding a digitized platform and the proper IT services for your company can take a lot of time and energy. However, it's important not to fall back into bad working habits once new processes are set in place. Even as you take the first steps towards building an integrated digital platform, you should already be driving value and linking it to your customers' needs. This chapter will explain how to properly drive benefits from your digitized platform in a global economy that requires growth and profit simultaneously. To meet this challenge, you must acquire business agility. Weil and Ross discuss four major areas of opportunity in which business agility helps rapidly target those areas. They also provide insightful tips on how to properly recreate a new platform if your company drastically reorganizes its direction. This chapter was originally published as chapter 6 of "IT Savvy: What Top Executives Must Know to Go from Pain to Gain."
Driving While Brown: Sheriff Joe Arpaio versus the Latino Resistance
by Terry Greene Sterling Jude Joffe-BlockHow Latino activists brought down powerful Arizona sheriff Joe ArpaioJournalists Terry Greene Sterling and Jude Joffe-Block spent years chronicling the human consequences of Sheriff Joe Arpaio’s relentless immigration enforcement in Maricopa County, Arizona. In Driving While Brown, they tell the tale of two opposing movements that redefined Arizona’s political landscape—the restrictionist cause embraced by Arpaio and the Latino-led resistance that rose up against it.The story follows Arpaio, his supporters, and his adversaries, including Lydia Guzman, who gathered evidence for a racial-profiling lawsuit that took surprising turns. Guzman joined a coalition determined to stop Arpaio, reform unconstitutional policing, and fight for Latino civil rights. Driving While Brown details Arpaio's transformation—from "America’s Toughest Sheriff," who forced inmates to wear pink underwear, into the nation’s most feared immigration enforcer who ended up receiving President Donald Trump’s first pardon. The authors immerse readers in the lives of people on both sides of the battle and uncover the deep roots of the Trump administration's immigration policies.The result of tireless investigative reporting, this powerful book provides critical insights into effective resistance to institutionalized racism and the community organizing that helped transform Arizona from a conservative stronghold into a battleground state.
Driving a Bargain: Automobile Industrialization and Japanese Firms in Southeast Asia (Studies in International Political Economy #23)
by Richard F. DonerThis title is part of UC Press's Voices Revived program, which commemorates University of California Press’s mission to seek out and cultivate the brightest minds and give them voice, reach, and impact. Drawing on a backlist dating to 1893, Voices Revived makes high-quality, peer-reviewed scholarship accessible once again using print-on-demand technology. This title was originally published in 1991.
Driving the Career Highway: 20 Road Signs You Can't Afford To Miss
by Janice Reals ElligAs leaders of prestigious executive search firms and organizational consulting firms, Janice Reals Ellig and William J. Morin have decades of experience working with people who failed to see the signs of trouble in their careers-or to read them right. These two experts have distilled the twenty most compelling problems and situations that can cause a person to detour, stall, get lost, or crash and burn on their career highway. "Career changes are a fact of life in today's world, and they will accelerate tomorrow. Knowing how best to compete is critical for people from 30 to 70. Reals Ellig and Morin give you the tools to make your next job yours . . . Read it cover to cover-then read it again."-Jon A. Boscia, Chairman & CEO, Lincoln Financial Group "I wish I had had the opportunity to read a book like Driving the Career Highway when I was starting my career. The 'warning signs' would have saved me hitting several 'bumps' in my career road. Very useful read!" -Susan Whiting, CEO, Nielsen Media "This book is unique in that it provides insightful and useful help for those faced with or considering mid career change. Packed with pragmatic advice as well as tremendous tools to assist in doing a self assessment and planning career changes. In this rapidly changing world with constantly changing organizations, almost everyone will at some time need to read this book."-David A. Nadler, PhD.Vice Chairman, Marsh & McLennan Companies, Inc. "As we manage to get through the traffic every day it has become second nature to us to watch for signals and road signs. Why would that be any different as we are trying to manage our careers?"-Ulrike Hildebrand General Manager, Human Resources Mercedes-Benz USA "Janice Reals Ellig and Bill Morin have done it again. For anyone whose career could use an overhaul-or even just a tune-up-Driving the Career Highway is a must-read. Loaded with fresh insights and practical, down-to-earth wisdom, it's an indispensable guidebook for navigating the murky terrain of corporate success today." - Fortune Magazine's expert career columnist Ms. Anne Fisher ("Ask Annie"), Career columnist, CNNmoney.com "Organizations have changed and as a result so have careers. This is a valuable road map of the new career highways."-Professor Edward E. Lawler, III, Marshall School of Business, University of Southern California and Author of Built to Change "The prospect of a job search change or a career change can be a frightening experience, especially for those in mid-career. Reals Ellig and Morin provide simple and straight forward tips for how to make career transitions more manageable and successful."-Charles Tharp, Ph.D., Professor Human Resource Management, Rutgers University "When career change occurs-especially when it's not of our choosing-even the smartest and most successful of us struggle with how to cope and survive. Reals Ellig and Morin offer professionals specific, practical ways to manage their careers through what are often very frightening periods."-Johnny C. Taylor, Jr., J.D., SPHRSr. Vice President, Human ResourcesIAC/InterActiveCorp "A practical guidebook for almost any point on the career highway. It's the next best thing to a personal coaching session with Bill or Janice. Share it with your coach/mentor and get ready to hit the accelerator !"-Diane Gulyas, Group Vice President Dupont "This is an inspirational and optimistic book because it gives the reader a clear road-map on how to self-manage a career."-Mike Critelli, Chairman & CEO, Pitney Bowes "Bill and Janice provide an indispensable map for reaching your career dream destination."-Peter Thedinga, Bank of America
Driving the Economy through Innovation and Entrepreneurship: Emerging Agenda for Technology Management
by Anjula Gurtoo K B Akhilesh R. Srinivasan Chiranjit Mukhopadhyay Parthasarathy Ramachandran Parameshwar P Iyer M Mathirajan M H Bala SubrahmanyaModern technologies are central to creation of wealth through business expansion leading to economic development. This is visible in the fast-paced technology-induced economic growth experienced by most countries, especially by rapidly growing economies such as India, China, Brazil, South Korea, among others. Increasing individual scientific contribution, nurturing entrepreneurial talent, promoting innovative competence, strategically prioritizing and investing in technologies and enhancing national economic wealth are some of the important Technology Management goals. Technology Management has emerged as a strategic and knowledge domain of interest to academicians, practitioners, and policy makers across the globe. Technology Management has also evolved into an inter-disciplinary concern which requires national and international collaborations and exchange of insights. Keeping this objective in mind the International Conference on Technology Management is organized by the Department of Management Studies, Indian Institute of Science, Bangalore, a leader in research and education in Technology Management for the last several decades. This conference aims at integrating experiences of academicians, industry leaders, Technology Managers and Innovators towards effective knowledge creation and economic development. The contributions of the present volume are presented at the International Conference on Technology Management-2012 during 18-20 July 2012.
Driving the Enterprise to Sustainable Excellence: A Shingo Process Overview
by Gerhard PlenertThis book presents a big-picture overview of the entire Shingo improvement process. It fully discusses the needs and benefits of the Shingo process, and what is required if you seek to execute the Shingo Model in your enterprise and focuses on creating an enduring organization-wide continuous improvement process. It gives the reader a discussion of the entire Shingo experience while the most existing books on the model are course specific. There are numerous discussions, conference talks, and webinars of why the Shingo process is beneficial, and what types of improvements can be achieved, but the crucial material has not been assembled in one concise book, giving the executive, manger, or supervisor an overview and understanding of what the Shingo experience entails. The main purpose of this book. It is for the executives who want to understand their role in supporting and leading middle management with its implementation. Many executives from developing countries all over the world are seeking a concise definition of what the Shingo model is, and this book functions as the perfect primer. Even those who have attended and implemented the lessons from the Shingo Institute's courses would find this book a benefit as it serves perfectly as backup and reference material. In addition, this book helps anyone who has started their journey with the Shingo model and may be confused about what to do and expect -- It gives them a vision of what the continuing journey will look like. The Shingo process is being taught at numerous universities and this book could indeed serve as the appropriate textbook or supplemental reading. Essentially, this book teaches an innovative and extremely successful approach to continuous improvement, referred to as the Shingo process. It is based on a set of universally accepted principles that are endorsed by improvement leaders such as Covey and companies such as Toyota. This book is not a detailed review or a replacement of the Shingo workshops. It is an overview of the entire Shingo process, starting with a discussion of the challenges that many of todays enterprises are experiencing. The author, in his role as a PhD in economics, has studied industries and has worked closely with many of them attempting to understand their weaknesses. Next, this book builds upon an understanding of these weaknesses. The book discusses how the over-all Shingo methodology fits into these organizations and highlights the benefits. The next step is then to discuss what requirements are necessary for an organization to get ready for a Shingo transformation. What are the steps that the organization needs to go through, and when will it know that it is ready to begin? The book briefly reviews the Shingo Insights and Principles and explains how the Shingo courses should be best utilized to facilitate the desired transformation. It suggests some alternative plans for over-all implementation based on the current state of the enterprise. It explains why there is no “one way” for successful implementation and how the implementation sequence needs to be customized. It also discusses the length of time needed for success and how this differs depending on the current enterprise environment. Lastly the book explains how the implementation and Shingo training is never finished. It is an on-going process and success is defined by internal improvements, not by some arbitrary external benchmark. The book is intended to be educational, thought provoking, entertaining in its stories and examples, and a guideline towards the development of a plan for continuous improvement. This book is filled with stories and examples, showing successful and not so successful implementations. The stories are used to highlight many of the pitfalls that have arisen and may arise for you and which can be avoided if the reader is aware of them and knows how to watch for them.
Driving the Future: Combating Climate Change with Cleaner, Smarter Cars
by Fred Krupp Margo T OgeNow in paperback, with a new foreword by Fred Krupp, an expert's illuminating preview of the cleaner, lighter, smarter cars of the future.In Driving the Future, Margo T. Oge portrays a future where clean, intelligent vehicles with lighter frames and alternative power trains will produce zero emissions and run at 100+ mpg. With electronic architectures more like those of airplanes, cars will be smarter and safer, will park themselves, and will network with other vehicles on the road to drive themselves. As the director of the EPA’s Office of Transportation and Air Quality, Oge was the chief architect behind the Obama administration’s landmark 2012 deal with automakers in the US market to double the fuel efficiency of their fleets and to cut greenhouse gas emissions in half by 2025. This was America’s first formal climate action using regulation to reduce emissions through innovation in car design.Offering an insider account of the partnership between federal agencies, California, environmental groups, and car manufacturers that led to the historic deal, Margo discusses the science of climate change, the politics of addressing it, and the lessons learned for policy makers. She also takes the reader through the convergence of macro trends that will drive this innovation over the next forty years and be every bit as transformative as those wrought by Karl Benz and Henry Ford. Driving the Future is for anyone who wants to know what car they’ll be driving in ten, twenty, or thirty years-and for everyone concerned about air quality and climate change now.
Droga5: Launching Jay-Z's Decoded
by Anita Elberse Kwame Owusu-KesseIn 2010, David Droga and Andrew Essex, co-founders of advertising agency Droga5, hope to convince both John Meneilly, manager of hip-hop star Shawn Carter (better known as Jay-Z) and a partner in Carter's company Roc Nation and Yusuf Mehdi, senior vice president of Microsoft's Online Services division, to enter into an unprecedented, high-stakes partnership to benefit the launch of Carter's new lyrical memoir, Decoded. Droga5 wrestles with two disparate challenges: developing a campaign for the book's launch and finding a way to drive trial for Bing, Microsoft's new search engine. Droga5's innovative solution is to kill two birds with one stone: a massive, interactive scavenger hunt involving outdoor, bespoke, and digital media. Because Spiegel & Grau, a Random House imprint that holds the rights to the book, lacks the funds to market Carter's memoir at a scale deserving of a superstar, Droga5 is asking Microsoft to shoulder most of the campaign's costs. How can Droga5 broker a deal between Roc Nation, Random House, and Microsoft, and ensure success for each of the parties? And is pursuing this campaign idea a smart investment for the young agency? The case describes a set of decisions that paved the way for a groundbreaking advertising campaign that would win major advertising-industry awards, including the Grand Prix at the 2011 Cannes Lions International Festival of Creativity and a 2012 Gold Effie.