An oldie but goodie! P&G was in the initial stages of creating exclusive programs for Target when we pitched the idea to highlight how many Cover Girl products had won awards from various beauty and lifestyle magazines. We even designed special packaging just for Target. This idea not only made it into store almost exactly as we presented (anyone working with Target knows how rare that is!) but the retail giant co-opted the idea and ran it for many years afterwards, usually with P&G at the forefront (as Award Winners, see below).