Challenge: convince moms that a rockin musical is the perfect mother-daughter date.

Solution: tap into girl power.

Challenge: make local markets feel like a giant cable company gets them — without making them cringe

Solution: lighten up

Challenge: grab the attention of small business owners and make them think twice about their current Internet provider.

Solution: destroy our competitor’s claims.

Challenge: create excitement about cool new innovations from a decidedly uncool corporation known for lousy customer service.

Solution: surprise them. Be genuine, helpful and even funny, to show customers you get it and you’re on their side.

Challenge: create pre-launch demand for a top-tier luxury vehicle among a wealthy, hard-to-impress audience.

Solution: offer up exclusive sneak peeks and first-to-know information that lets them “experience” the vehicle months before they can get behind the wheel

Challenge: make an enormous cable company feel caring and down-to-earth.

Solution: avoid chest-beating. Share real stories and compelling proof of the real difference they’re making.

Challenge: get new, younger drivers into a Mercedes-Benz — a car they never saw themselves in before.

Solution: take this venerable brand off it’s pedestal and surprise a younger demo with unexpected wit and an insider feel.

Challenge: create differentiation for a new coffee brand in an overcrowded market.

Solution: use the coffee's personalized, custom-blend concept to create a down-to-earth and decidedly un-P&G-like look, feel and voice from top to bottom.

Challenge: get the attention of busy CEOs and convince them that their company's logistics should be a top-level concern.

Solution: tell little-known business stories of great successes and failures that hinged on seemingly small decisions. 

Challenge: change the image of a prison-bound CEO — perceived to be a self-absorbed perfectionist — and all she touches.

Solution: lighten up and focus on the customer. Give the company's voice a softer touch and even a sense of humor.

Challenge: create a tribute site that breaks through the cluttered marketplace

Solution: keep it simple, clear and warm

Challenge: create demand for a pricey audio system you've got to hear to believe, but can't find in any store.

Solution: take advantage of audio press raves and uber-loyal customer feedback to convince new prospects to buy.