The Importance of Understanding Clients

I think agencies have made big, big advances in the last decade in terms of much better understanding of clients. The Halifax How A Brown campaign which we won the Gold Award for and also integrated comms was an early example of a completely integrated idea. It created this amazing integrated campaign from the company out. We called staff as stars and obviously the first star was How A Brown who we never expected to completely sort of take over the campaign and dominate the campaign. And it was a fascinating campaign for us as an agency because we'd set up this account in our first year - but they were like 'that bloke can't say'