An online video that sets a Guinness World Record. A commercial that ignites public panic and slashes cigarette consumption 6 percent. An R&D department run by kids. What has the power to transform businesses and revitalize brands? To get consumers to see a familiar product in a fresh light? CREATIVE BUSINESS IDEAS. A decade ago, global communications company Euro RSCG Worldwide tossed out the traditional ways of doing business in favor of an obsessive commitment to brand building centered on transformative ideas. In THE CREATIVE BUSINESS IDEA BOOK, the company opens a window on its future-focused approach as it celebrates ten years of Creative Business Ideas. Drawing on cases from around the globe, the book challenges advertisers and business leaders in every category to rethink how business is done. It includes advice for marketing professionals on topics ranging from essential buzz boosters to the role of businesses in driving social change. The cases are arranged according to five areas of focus: 1) Unleashing Human Viruses, 2) Reinvigorating Businesses and Brands, 3) Thinking Bigger Than the Business, 4) Targeting the New Consumer, and 5) Compelling Change.