Basically we were fed up of companies treating the public as if they had come from outer space with 2 heads or something. They seemed to forget they were the same people they met every minute of every day.
The question we asked was how come, in these days of information and communication superpowers, fewer iconic brands have been built than 20, 30, 40 years ago? OK, the public have got more cynical about life but come on … for the amount of money being spent, there should be tens of thousands of them rather than maybe 200!

Our belief? Too many companies believe their own shit and have become nothing more than megalomaniacs with brands. There’s no flair, panache, vibrancy … the bottom line is the bottom line and while we all have to make money, we ask, when is enough, enough!?

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