We think people are smart. Not just here in Soho Square, but in Solihull, Sevenoaks and even in Snitterton. They may not be academic, they may not have fancy jobs or even any job, but they are innately street smart. They’re certainly not as dumb as the ads aimed at them. To paraphrase the famous advertising guru David Ogilvy – “The consumer isn’t a moron, she’s my wife… you little shit!” Advertising has spent decades tricking, over-claiming and plain bullshitting. So the game’s up, it doesn’t work anymore, we have to start a new relationship. It’s now crucial the public believe you’re a decent company; we have to be honest with them. It’s important to be truthful, because if they buy what you’re saying there’s more chance they’ll buy what you’re selling.

Click here to read our ‘We don't do dumb’ book

Dave Dye – Creative Director. Creative Partner - Campbell Doyle Dye: 2002 - 2007. Head of Art/Creative Director - AMV/BBDO: 1999 - 2002. Head of Art/Creative Director - BMP/DDB: 1997 - 1999. Head of Art - Leagas Delaney: 1992 - 1997. Art Director - Simons Palmer Denton Clemmow Johnson: 1992. Art Director - Publicis: 1990 - 1992. Art Director - Edwards Martin Thornton: 1989 - 1992. Art Director - Cromer Titterton: 1988 -1989. Teaboy/Art Director - Brooks Legon Bloomfield: 1985 - 1988
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Justin Holloway – Strategy Director. Planning Director - Volkswagen DDB: 2006 - 2007. Chief Strategy Officer - Hill Holliday: 1999 - 2006. Director of Account Planning - Hal Riney & Partners: 1995 - 1999. Board Planning Director - WCRS: 1993 - 1995. Senior Planner - Butterfield Day Devito Hockney: 1990 - 1993. Account Planner - Publicis London: 1987 - 1990
Kim Lansdown – Managing Director. Senior Business Director - TBWA: 2007 - 2008. Board Account Director - AMV BBDO: 1996 - 2007. Account Manager - DMB&B: 1994 - 1996. Barrister practising at the Criminal Bar: 1990 - 1994

Before anything’s communicated anywhere we first nail The Organising Idea*. The Organising Idea then directs everything the brand says and does – from its annual general meeting to its everyday tweeting. *Some call this ‘The Big Idea’. But we’re of the ‘it’s not the size, it’s what you do with it’ school.

To get there we follow a simple process: First unearth the truth inside that makes the company special. Next, connect it with a murmur outside that’s beginning to resonate.