Hello and welcome to the guerrilla marketing School. My name is Floyd Hayes, and I'm the former creative director of cutting London and cutting New York. Cutting was the first guerrilla marketing agency in Europe. And when I was there, I worked on a number of high profile PR stunts and guerrilla marketing campaigns, including the launch of the Mini Cooper, a brand I worked on for subsequent four years. We'll be taking a quick look at guerilla marketing history. I'll be sharing with you some case studies from my own career.

And from there, we will draw some lessons and take a look at the ingredients that go into making a successful guerilla marketing campaign. We'll explore the creative process itself and how how we can tell when a good idea comes up and kicks us in the ass. I will be giving you two briefs the first one will ask you to develop your own fictional product from a blank sheet of paper. The second one will be how to market that product. And throughout this process, I will offer you tips and guidance. My aim is to create something inspiring, informative and hopefully entertaining.