The aim was "to provide a perspective on business and career development that lies totally outside the established MBA curriculum, confronting prejudices about creativity and providing innovative methodologies developed to channel creativity to 'stretch the walls of the elastic-sided box', that can be successfully applied to any industry, to generate momentous ideas, " according to Kevin Roberts, Saatchi and Saatchi's worldwide CEO.
This would have the immediate benefit for Telecom Italia of increasing the size of the combined firm by euro20 billion, a stretch too far even for the elastic jaws of Olivetti.