Creativity & Influence I look back fondly at the O2 days with JCPR. Why? A combination of reasons. Firstly, the creative thinking - that wrapped an unremarkable business re-branding story into something people were anxious to write about. That depth of thought, and a series of creative leaps that presented our story as a genuine piece of news, astounded me. Then the ability that the team has to tap into the invisible network of hidden influencers, who inform and guide our opinion leaders... and the ability to feed that message in, only to see it reprinted, almost word for word, a month later in a mainstream title. And finally, when we had spent millions re-branding England rugby shirts with O2, who put an entire team of people on the phones to the picture desks convincing them to ditch the BT Cellnet shots and use the nice new O2 ones instead? They did. Nowadays it's almost as though BT Cellnet never happened. Will Harris CEO, The Bank Advertising Former VP Marketing, O2 Quoted May 2006