The Importance of a Populist Agency

The Halifax campaign became very defining for us as an agency. We said this is what we believe, we don't care what the industry thinks. Our creative director had this sound bite about we create work for taxi drivers not awards juries. I remember a friend of mine saying Richard your agency is all a bit ITV as they have said that's a problem. That was a problem, this is the most mass market brand you can possibly be. He was being disparaging that our advertising output was too ITV and that just sort of fortified our belief that yes what we were was all about populist advertising for the people.