Helen Shelton hung up the phone and smiled, having just taken the first step toward launching another exciting creative program for her long-term client, Seagram's. She had a new challenge: Find a way to adopt a more populist appeal and cultivate its connection to younger consumers. In short order, Helen created Seagram's Live, a nationwide pop music extravaganza. Featuring entertainers such as Mary J. Blige, Cee Lo Green, and Jaheim, Seagram's Live toured 40 cities, sold-out venues, and attracted enormous press coverage. Equally important, Helen and her team were able to raise more than $1 million dollars for charitable causes like Show Our Strength, 100 Black Men and urban voter registration.