Brief Description: This is not a traditional communications story about the impact of advertising, but is instead about how a brand was able to take back some control using its website to protect brand assets in an online market place. In 2008, hair styling iron ghd was faced with a decline in retail sales and the booming online retail environment was putting pressure on both margins and the exclusivity of the brand. The solution was to increase ghd’s online sales by improving the website so that traffic was converted efficiently. As a result, the website re-design generated a payback of £3.01 per every £1 spent