I’ve just come out of a meeting with a challenger brand who are launching into a market where their competitors spend at least £1M on media alone every year.  Our launch budget isn’t anything like that, so we’re going to have to think a lot smarter.  Which is actually more fun. 

The easy way (chuck lots at above the line, spend where your competition is spending) doesn’t give you much room to try new, exciting things and to be a bit braver.  “We’ve always done it like that” or “we tried that and it didn’t work” don’t crop up with a hungry young brand.

OK, I generalise (and who wouldn’t want to work on a leading brand), but challenger brands give you a lot more room for manoeuvre.