“I want a great campaign that people remember…” Ah yes, don’t we all. But great ideas only become great campaigns when they receive love, care, attention, nurturing and personal investment over time. They need to evolve without losing their core idea. They need people to care, to fight and to argue for their existence. And yes they need to bring results. This article brings these frustrations and near misses to life… and it only take 12 minutes!