“At TCS we try to cultivate a culture of respect which extends to our clients and partners all the way to the abang security who has to register us before we can enter a mall before it opens.”

“My previous PR experiences felt like being thrown into a lion's den, unprepared and unguided. Press releases and proposals were tossed my way with a "make this happen" instruction, leaving me overwhelmed and lacking confidence.”

“It’s normal for brands to think of the mistakes they make as PR nightmares. No one wants to stay up all night crafting the perfect statement to a plan that didn’t quite go the way you thought it would.”

“So when we saw a bunch of fully grown adults - respected professionals at the top of their field - getting silly and having a great time engaging with that doll, it was hard not to get swept up in the excitement. It was harder still to resist that little voice that was saying “hey, I wanna play too!”

“Mattel was looking for something that would introduce more kids to the game through tournament play - giving them a larger goal to work towards and to increase the stakes a little past that of a friendly set of games.”

“Everything we’d done for Barbie® up until this point had been designed for parents or the media.”