It started with Snapple. And then moved on to PlayStation. It was refined with Courvoisier and 02 and continues to evolve today. The European launch of PSP in 2005 was its most recent iteration. As some of our client testimonials confirm, JCPR has always placed Influence and Credibility at the heart of Brand Strategy. We were doing it long before it became fashionable to talk about Influence over Spin! The JCPR Influencer Model is adapted according to client and campaign need. But the diagram you see here should give you a rough idea of what it's all about.