A deep understanding of the product or a service and its intended audience is what's required to successfully connect both. So, we call people. Google stuff. Take notes, go to meetings, discuss, research and investigate; you know — do our homework to figure out what we're dealing with.

After we've developed an understanding of the product and its audiences, we set out to define the project's goals. What are we trying to achieve, exactly? What's the ultimate purpose of the project? What's the meaning of life? O.K., maybe not that last one.

Once we've figured out whom we're dealing with and to what end, we order in (a serious brainstorming session, or three, can't happen on an empty stomach). We sit around, chat, argue, scream at each other, scratch our heads a lot and come up with a boat-load of bad ideas before we arrive at a few brilliant ones.

With everyone on board for our concepts, we set out to schedule, curate, budget and contract our plans. Venues, media relations, promotions, entertainment, security, insurance and everything in between is set in stone during this stage.

The production phase sees the realization of the careful planning - on time and on budget.

This is when we go to work. Parties are thrown, emails are sent, ads are run, activations are... well, activated and fun is had on a grand scale.