Blogs, social networking, video, viral marketing, mobile media. These are the hot buzzwords of the day, but no one seems to stop to ask the how and the when they should be used. This workshop takes a different approach to marketing in a Web 2.0 world. Reverse engineering turns the process upside down gets everyone from the client to design starting from the top instead of building from the bottom. Before we look at single widget or viral idea, the development of the strategic roadmap details business objectives, outlines strategy and identifies tactics. Only once the strategic roadmap is in place do we start talking about about Facebook pages, YouTube, and blogs. Each one of these technologies must answer the all-important question. How does this support the strategy and address the client objectives? The concept may sound revolutionary, but this common sense top-down approach allows designers to develop campaigns that result in …Great Creative that Works!