Awarded the 2007 Gold Effie Award for Telecom Services. Identified the volume market opportunity of parents buying mobile phones for teens; let to the insight that brought to life the advertising idea that "GoPhone is the mobile phone tension breaker between parents and teens". In one year, GoPhone went from lagging behind competitors at a 15% market share to becoming the #1 pre-paid product in the U.S. with 39% market share.