Promoting research findings to senior marketers, media agencies and tech partners in Australia isn’t the most obvious opportunity for creativity. Even if the subject matter is incredibly relevant - the science of attracting customers without discounting. However, our Google clients were as committed as we were to getting The Messy Middle research findings noticed by these notoriously discerning audiences. This shared creative ambition saw us land on the unusual idea of using a beekeeper, complete with live bee beard, to grab attention and invite people to learn more about the science of attracting customers.