Its advertising may have polarised opinion, but 118 118's launch campaign clearly shows how a powerful, integrated creative strategy can come from meticulous media analysis.

Entertainment has strengthened powerful brand communication for Bud Light whose current creative strategy - running to more than 140 radio and TV executions - has been honed by a company culture that's both marketing-led and creatively-minded from the top down.

In a luxury ice cream market cluttered with stereotypical gold-leaf packaging and brand communication strategies to match, Ben & Jerry's 'home-fangled' creative strategy succinctly conveys the brand's taste and sense of fun.

Graphic design was the inspiration for striking interiors at the Science Museum's Dana Centre - a meeting space designed to tell a story and build closer relationships between the people within it.

Hewlett-Packard swapped traditional advertising for 'HYPE' - a creative multimedia strategy that involved HP opening an art gallery in London's East End and online.

Confidence not to compromise is behind Honda's mould-breaking communications strategy which has spanned all media channels including TV where the best-known execution is a commercial called 'Cog'.

Creating a dance craze and No 1 record to launch a deodorant is unorthodox, to say the least, but Lynx Pulse proves how lateral thinking can deliver powerful alternatives to traditional, media-driven creative solutions.

A radical re-positioning in a market not known for its interest in - let alone commitment to - design is helping drive sales and fuel ambitions at Midlands-based waste management company Serious.