Rule one of advertising is; decide who you’re talking to. There is no rule two or three. The consumer, or consumer to be, is what matters and it’s our job to find a way to engage them.

You can’t bore people into buying your product – you have to interest them into buying it. And that holds true whether you’re selling through a web banner, portal, poster or DM piece.

In general nobody really likes ads – they are, by their nature, an interruption. So if people aren’t going to resent our imposition on their browsing, viewing or day in general, we need to be relevant, incisive, engaging and informative.

And each time we’re faced with a blank sheet of paper, a brief and an expectant client, that’s what we try really hard to create.

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