Within my final year at University an employee from Mullen Lowe Group set us a communications planning brief for Lynx, Unilever. At first, we executed a context analysis to gather desk research around the issue facing the global brand. However, to get more information I had the great opportunity to lead a focus group of seven people, delving deep in to issues and behaviours concerning them. From this research my group of 3 were able to get a killer insight to build a creative, strategic communications plan that will resonate with their target audience. We pitched our final idea to a Director at Unilever House in London, getting great feedback.