This was Universal McCann's idea, based on a consumer insight that came from our own qualitative work. And it was made possible by our work with the magazine owners. This was also a very collaborative process ...it was MSN who isolated Instant Messenger's key values ('PERSONAL, chatty, MISCHIEVOUS and fun') it was McCann-Erickson's creative teams who made the idea live in a creative execution ...and it was the publisher, emap who went the extra mile to do something they had never done before. Like MSN's Instant Messenger, this idea was made possible by people communicating, and working together in new ways.