The authors, in retrospect, narrates the entire experience of arriving at a focal point that triggered off many successful campaigns at Fallon Worldwide. The book presents an insider's view of the advertising world. It makes interesting reading for people associated with advertising, marketing and any one who vouches for `out-of-the-box' thinking.

Juicing the Orange is a guide to marketing and branding problems. The book covers interesting narration of 10 campaigns of Fallon Worldwide. These campaigns have explored creative leverage from every angle. It's a behind the scene venture into the world of advertising. This review runs through the campaigns without spilling the beans and killing the excitement.

As creativity was slipping out of the hands of advertisers as they seemed to be spending more money to reach fewer people, Tom McElligott, Irv Fish, and Nancy Rice Fallon came together to form McElligott Rice (now Fallon Worldwide), in 1981. The aim was to "communicate with the consumers in a fresh, intelligent and engaging way so that the clients wouldn't have to shout 10 times to be heard once". Fallon Worldwide vouched for creativity. Being creative is a risky business strategy, but a powerful business tool, if used appropriately.

The first chapter depicts the seven axioms of creative leverage with the help of insightful examples. These axioms are a guide to apply creativity wisely to solve branding and marketing problems and deriving creative solutions which often is a gamble. Some axioms like `start from the scratch' applied to the Skoda campaign and `discover the proprietary emotion' applied to the Citibank campaign, are mentioned here. Insightful additions like "consumers need to be asked the right question to figure out how to connect to them in the best way" and "being creative is having an insight into the minds of the consumer and understanding what really draws a consumer's buying choice" would inspire you to apply these axioms to your business and communication strategy too. We take a bird's eye view of the different campaigns of Fallon Worldwide and the solutions provided to their clients' varied problems.

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